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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

internet

The scale is composed of four items that measure a consumer's expectation of making purchases from shopping-related websites in the future.  As currently phrased, the items are not specific to a particular website but rather to online shopping in general.  Further, since each item refers to repurchasing, the implication is that the respondent has bought online in the past.

A consumer's general satisfaction with shopping online is measured with four items.  As currently phrased, the items are not specific to a particular website but rather to online shopping in general.

A consumer's belief that shopping websites are generally reliable and that Internet vendors can be trusted is measured using four items.  To be clear, the items are not specific to a particular website but rather to online shopping in general. 

With five items, the scale measures a consumer's attitude about shopping online, with an emphasis on issues related to trust such as reliability and privacy.  It does not measure a person's attitude about a particular website but rather, shopping online in general.

The scale has five items that are used to measure a consumer's belief that a store is dependable, with an emphasis on the security of personal information and transactions.

The scale uses five items to measure a person's self-confidence in his/her ability to forward e-mail messages to others if the content is considered to have value for them. 

A person's expressed inclination to forward e-mail messages if there is the opportunity to do so is measured using four items.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The four item scale measures a person's expressed tendency to open e-mail messages if the opportunity is available.  The scale stem is phrased for use with "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

The tendency to open e-mail messages if the subject appears to be interesting and believable is measured with four items.  The scale stem is phrased in terms of "viral" e-mail messages but could be easily adapted for use with other types of messages, e.g., personal, political, charity.

Four, nine-point Likert-type items are used in this scale to measure the degree to which a person believes it is important to follow organizations in a particular social medium that support sustainability.