Three items measuring the degree to which a consumer perceives a specific website's design to be visually pleasing and aesthetically appealing. Loiacono, Watson, and Goodhue (2002) developed the scale as the visual appeal dimension of their WebQual instrument, measuring overall website quality. Blut (2016) deployed it in a large-scale e-service quality study and reported strong reliability (α=.94) and AVE (.83), along with evidence of face and discriminant validity.
5-point Likert (1=strongly agree, 5=strongly disagree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .94 (Blut 2016) and AVE was .83. Note that the response scale runs from strongly agree (1) to strongly disagree (5) — the reverse of the conventional direction. Researchers should verify this anchoring is preserved correctly in survey software. Part of the broader WebQual instrument alongside website interactivity and readability subscales.
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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