Website Behavioural Intention

What it measures

Three items measure a consumer's intention to transact, recommend, and register at a specific website. Together they capture key downstream behavioural outcomes relevant to online trust and loyalty. Although CFA supported convergent and discriminant validity with AVE of .72, the face validity of the combined scale's unidimensionality has been questioned given the distinct nature of the three behaviours.

Response format

Rating scale (format not specified; likely 7-point)

Scale items

• I would purchase an item at this site.
• I would recommend this site to a friend.
• I would register at this site.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Appears original to Bart et al. (2005). Alpha of .88; AVE of .72. Measurement model fit was acceptable. Discriminant and convergent validity were supported. The unidimensionality of combining purchase, recommendation, and registration intentions into a single scale has been noted as a potential concern. Response format was not described.

Citation

Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory study. Journal of Marketing, 69(4), 133–152.

Keywords