Website Product Assortment

What it measures

Four items assess whether consumers perceive an e-retailer's website as offering a comprehensive, one-stop-shop selection that meets the majority of their online shopping needs.

Response format

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

Scale items

• This website provides a "one-stop shop" for my shopping.
• This website does not satisfy a majority of my online shopping needs. (r)
• The choice of products at this website is limited. (r)
• This website does not carry a wide selection of products to choose from. (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 battery by Srinivasan, Anderson, and Ponnavolu (2002). Alpha .81. Items 2, 3, and 4 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