The scale is composed of five, seven-point Likert-type statements that are intended to measure a person's general attitude about advertising on the web, not what is thought about a particular ad or website.
The scale is composed of eight, five-point Likert-type statements meant to assess a person's general, overall attitude about a particular web banner ad he/she has seen.
It is a three-item, five-point Likert-type summated ratings scale measuring the one's attitude about direct marketing activities being aimed at him/her.
The scale is composed of four, seven-point Likert-type items used to measure the degree to which a person views a technological device or a system's navigation function (getting around and moving through some environment) to be flexible in its usability. Due to one of the items (#4) as well as the context in which it was used, the scale relates most obviously to technology facilitating the online shopping experience.
The three-item, seven-point scale is used to measure the extent to which a person expects to use the Internet versus a physical store to gather prepurchase product information. Although the scale is based upon a respondent's answers with respect to three specific goods, in total they are intended to be representative of search goods in general (as opposed to experience goods). (See below for more detail.)
The degree to which a person expresses the intention to use the Internet versus a physical store to buy products is measured with three, seven-point items. Although the scale is based upon a respondent's answers with respect to three specific goods, in total they are intended to be representative of search goods in general (as opposed to experience goods). (See below for more detail.)
The scale is composed of seven, seven-point Likert-type items that gauge the level of interest, experience, and expertise a person expresses having with regard to Internet-related services.
Five, five-point Likert-type items are used to measure the extent to which a person uses the web because it facilitates interpersonal communication and activities.
The scale is composed of fifteen, seven-point statements measuring the level of concern a person has about privacy on the Internet with an emphasis on e-mail activities.
The degree to which a person is troubled about use of the web because of privacy concerns as well as "spam" (unwanted solicitations) is measured using three, five-point Likert-type statements.
