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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

internet

The scale has three, five-point Likert-type items that measure a person’s overall attitude toward the customer service dimension of a particular retailer’s website.

Using three, five-point Likert-type items, the scale measures a customer’s overall attitude toward the security and privacy facets of a particular retailer’s website.

Using three, five-point Likert-type items, the scale measures the degree to which a customer believes a particular website has low prices on products and shipping.

The degree to which a consumer believes that a buying a particular product from a particular retailer’s website would be risky is measured with three, nine-point Likert-type items.

The scale uses eight, five-point items to measure a person’s reasons for using the Internet which have to do with boredom, relaxation, and communicating with others.

A customer’s attitude regarding a particular online retailer’s tendency to deliver products in an acceptable period of time is measured using three, five-point Likert-type items.

The scale has three, five-point items that measure the extent to which a customer feels safe in his/her transactions with a particular online retailer because of the belief that it has implemented adequate safety measures.

Composed of three, five-point Likert-type items, the scale measures the degree to which a consumer believes that a particular website, most likely an online retailer, provides ways for customers to reach them and even speak with a live representative if desired.

The scale has three, five-point Likert-type items that measure the degree to which a customer believes that products he/she purchased from a particular online retailer arrived in acceptable condition, with no major damage.

With five, five-point Likert-type items, the scale measures a person’s tendency to use the Internet for the purpose of avoiding unpleasant tasks and responsibilities.