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Four, seven-point Likert-type items are used to measure the degree to which a person believes that a group of people who have been part of a conversation appeared to be engaged and interested. As used by Van Dolen, Dabholkar, and Ruyter (2007), respondents were evaluating a chat-based service they had experienced that was for gathering information about investment funds from other customers and a financial advisor.

Three, seven-point statements are employed in this scale to measure a person's expectation that he/she would interact with a particular person. The other person could be someone real that respondents were familiar with or a hypothetical person described to them as part of the study.

Four, seven-point Likert-type items are used to measure the amount of control that a customer feels he/she has over a service that facilitates the gathering of information which is used for making a purchase decision.

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.

This three item, seven-point Likert-type scale attempts to measure the degree to which a person believes that a website is interactive, with an emphasis on its capability to provide two-way flow of information and keep the user's attention.

A person's expectation that s/he would use a website in the future because of its features that enable communication with other people is measured with four, seven-point statements.

The scale has four, seven-point statements that are suppose to measure how much a person would interact with a website in the future because of its content-related usefulness such as providing a search function, detailed information, and multimedia features.

The scale is composed of five Likert-type statements that are used to measure one's tendency to "speak up" when dealing with marketers (e.g., salespersons) by expressing concerns and desires. Bearden, Hardesty, and Rose (2001) referred to this scale as the marketplace interfaces dimension of consumer self-confidence.

The scale is composed of six, seven-point Likert-type statements that measure how positively a customer reports a recent "encounter" to have been. The encounter examined by Dolen et al. (2002) was between a customer and a salesperson in a retail store.

Three, seven-point Likert-type statements are used to measure the importance a consumer places on interacting with a real employee (as opposed to a machine) when receiving service.