Website Quality Scale

What it measures

Measures a consumer's perception of a website's overall quality, encompassing both content quality and professional design. Created for use in research on targeted online advertising and reciprocity appeals, where website quality served as a contextual characteristic potentially moderating the effectiveness of different advertising acceptance arguments. Administered in German using back-translation from English.

Response format

7-point Likert-type

Scale items

• The content of this website has high quality.
• The design of this website seems very professional to me.
• Overall, this website is of high quality.

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

Usage notes & scoring

Created by the authors for Study 3; no prior source cited. Administered in German via back-translation from English. AVE = .79, indicating good convergent validity. Discriminant validity confirmed against other study scales. Companion to the Website Content Utility Scale (WCUS, ID 604) from the same paper — the two scales are conceptually related but empirically distinct (discriminant validity supported).

Recommended companion scales

Citation

Schumann, J.H., von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), 59-75.

Keywords