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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.

This scale has three, seven-point Likert-type items that measure the degree of control a person reports having over his/her interaction with a particular website. The scale was referred to as the control subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might as a set be viewed as composing flow, they do not individually appear to measure flow, thus, are not referred to here as such.

Three, seven-point items are used to measure the degree to which a person desires software that would help him/her protect his/her personal information and online behavior by doing such things as eliminating cookies, disguising identity, and preventing e-mail tracking.

Five, five-point Likert-type statements are used to assess the degree to which a consumer believes that a computer has changed key aspects of his/her life, particularly in the home.

The scale is composed of five, five-point Likert-type statements that measure how essential a consumer believes a computer to be in his/her home.

The scale is composed of three statements that are intended to measure a person's belief that a particular website is free from technical glitches as far as the customer's experience is concerned such as busy server messages or crashing.

The eight, seven-point Likert-type statements are used to measure a person's dislike of computers as well as their discomfort using them.

This is a two-item, six-point, Likert-type scale that assesses a person's lack of comfort with some aspects of computer technology. It was referred to as computer attitudes by Dickerson and Gentry 1983).