Three items assessing the extent to which a website is perceived to allow interactive, personalised interactions that help consumers accomplish their goals and receive information tailored to their specific needs. Loiacono, Watson, and Goodhue (2002) developed the scale as the interactivity dimension of their WebQual instrument. Blut (2016) labelled it 'website personalization' and reported moderate reliability and evidence of face and discriminant validity in a study of e-service quality.
Loiacono, E.T., Watson, R.T., & Goodhue, D.L. (2002). WebQual: A measure of website quality. Marketing Theory and Applications, 13(3), 432–438.
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