The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
internet
Using three, seven-point items, the scale measures the probability that a customer will buy something at a particular website right after having looked at some of its pages.
How important it is to a shopper that an internet store have a nearby physical location is measured in this scale with three, seven-point items.
The scale is composed of three, seven-point items that measure the importance a shopper places on the breadth of a web store's offerings and that it has the newest products and known brands.
The importance a shopper places on an online store having deals, sales, and new products is measured in this scale using three, seven-point items.
Three, seven-point items are used to measure the importance a shopper places on the design of an online store being innovative and visually appealing.
The extent to which a consumer finds gratification in shopping online for reasons having to do with saving time or effort is measured in this scale using eleven, seven-point items.
Using four, seven-point items, this scale measures the extent to which a consumer finds gratification in shopping online because it facilitates learning about and adopting new products, particularly those that are fashion-related. The scale was referred to as the avant-gardism motivation by Ganesh et al. (2010).
The degree to which a person believes that shopping at a certain website is likeable and absorbing is measured with three, seven-point Likert-type.
The degree to which a consumer finds gratification in shopping online because it facilitates finding and communicating with others who have similar interests is measured with three, seven-point items.
The pleasure a shopper gets from being able to have websites contact him/her about personally relevant new products and deals is measured in this scale using four, seven-point items.
