This scale has three statements that are used to measure the extent to which a consumer takes responsibility for changing something about his/her search activity in the future in order to improve the likelihood of successfully finding a certain product. The scale was called active coping by Reynolds, Folse, and Jones (2006).
This scale uses five, seven-point statements to measure the degree to which a person believes that a product is able to improve its performance over time by storing information and adapting to its environment.
Three, five-point Likert-type items are used to measure the extent to which a person believes that a particular website is personalized to meet his/her needs.
The three item, five-point Likert-type statements measure the degree to which a consumer has modified services offered by a provider so as to better suit his/her needs. The scale was called modification by Burnham, Frels, and Mahajan (2003).
The scale is composed of five, seven-point Likert type statements intended to measure a person's attitude about the extent to which a website tailors its products, promotion, and transactional environment to individual customers.
The eighteen-item scale is intended to measure the extent to which a person observes and controls his/her expressive behavior for the purpose of presenting a desired appearance to others.
Four, five-point Likert-type items compose the scale. The items are intended to measure the degree that a customer who lodged a complaint thinks that the other party in the transaction adjusted procedures in order to resolve the problem. The context in which the respondents were given this scale was after being told to remember a recent service experience that led to their lodging a complaint.
