Website Graphic Style Appeal

What it measures

Three items assess how much a user likes the visual look, feel, and graphic content of a specific website. Originally developed from store environment research and adapted for the online channel context.

Response format

Construct reliability .87–.89; response format not confirmed

Scale items

• I like the look and feel of the __________ site.
• The __________ site is an attractive web site.
• I like the graphics on the __________ site.

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

Usage notes & scoring

Construct reliabilities of .89 (Study 1) and .87 (Study 2) reported — Cronbach alpha not stated. Response format not confirmed; verify with Montoya-Weiss, Voss, and Grewal (2003). Conceptually based on Baker, Grewal, and Parasuraman (1994) store environment work; the original citation reflects primary source attribution. Blanks should be filled with the website or brand name. Source attribution appears inconsistent: Baker, Grewal & Parasuraman (1994) examines physical store environment quality, not website design. Alpha not entered pending source verification.

Citation

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448–458.

Keywords