Website Visual Attractiveness

What it measures

Three items measure how visually attractive and aesthetically pleasing a consumer finds a specific website or catalogue. Originally a subscale of the Experiential Value Scale, capturing the aesthetic dimension of online/catalogue retail experiences.

Response format

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

Scale items

• The way __________ displays its products is attractive.
• __________'s Internet site is aesthetically appealing.
• I like the way __________'s Internet site looks.

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

Usage notes & scoring

Alpha of .92; composite reliability of .93. Originally a subscale of the Experiential Value Scale (EVS). Blanks should be filled with the retailer name; 'Internet site' can be replaced with 'catalog'. Companion to other EVS subscales (ID 1043, 1044, 1046, 1054).

Recommended companion scales

Citation

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39–56.

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