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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

interaction

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).

This scale is composed of six, seven-point items that are intended to measure the degree to which a person believes that the speed with which a website reacts to user actions is fast.

The extent to which a communication event at a website is characterized by information other than in verbal form is measured using four, seven-point items.

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).

Five, seven-point items are used to describe how "social" an object is. While the scale appears to be amenable for use with reference to a person, it was made for use with a website, thus, it may make most sense when used with non-human objects that are intended to have human-like qualities such as interactivity and protocol usage.