Website Character (Attractiveness)

What it measures

Five items assess the degree to which a consumer finds an e-retail website visually attractive, fun to use, inviting, and comfortable to shop in.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• This website design is attractive to me.
• For me, shopping at this website is fun.
• This website does not feel inviting to me. (r)
• I feel comfortable shopping at this website.
• This website does not look appealing to me. (r)

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

Usage notes & scoring

Part of the 8Cs e-loyalty scale battery by Srinivasan, Anderson, and Ponnavolu (2002); this subscale was labelled 'character.' Alpha .87. Items 3 and 5 are reverse-scored.

Recommended companion scales

Citation

Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.

Keywords