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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

interaction

The scale has four, five-point items that are used to measure how much a consumer likes to interact with other shoppers in second-hand stores.

A six-item, seven-point summated rating scale is used to measure the frequency with which one contacts professionals in the health care industry for information about health-related issues.

A six-item, seven-point Likert-type scale is used to measure the degree to which a person who has just gone through an experience with other people describes feeling closer to them because of the events and activities they shared. Arnould and Price (1993) referred to the construct measured as communitas.

A three-item, five-point Likert-type scale is used to measure the degree to which a consumer prefers a personalized shopping experience rather than self-service stores where there is little personal interaction between salespeople and cus tomers. The scale was referred to by Forman and Sriram (1991) as attitude toward perceived depersonalization (APD).

The extent to which a response to a communication event at a website was perceived to be immediate or without delay is measured with four, seven-point items.

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.

The scale is composed of five, seven-point items that are used to measure the degree to which the information provided in an interaction event at a website, such as clicking on something, is perceived to be appropriate and relevant.

Four, seven-point items are used to measure the extent to which communication with a website is perceived to be reciprocal or to allow mutual action.

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.

Six, seven-point items are used in the scale to measure the degree to which a person believes a website allows a free flow of information from the user as well as to the user (two-way).