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.
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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