Six semantic differentials are used to measure a consumer’s attitude about a retailer, with the emphasis on beliefs that could be considered most relevant when comparing online retailers.
Three, seven-point Likert-type items are used to measure the degree to which a consumer believes that a store offers good quality that is better than the competing stores.
With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.
The belief that a certain website is of high quality, particularly with respect to its design and content, is measured with three, seven-point Likert-type items.
The scale used three items to measure the degree to which a person believes that a particular set of employees express caring and attention to customers. This scale does not measure empathy in the sense of one person experiencing the feelings on another but rather employees doing things within their power to show concern for customers.
With three, seven-point uni-polar items, the scale measures the quality and usefulness of a review that a person has read. The object of the review is not stated in the scale items themselves but has to be provided to participants in the instructions or the context. The scale seems to be flexible for use with a wide variety of things that could be reviewed, e.g., products, companies, charities, political candidates.
The level of concern a consumer has about product quality, including the willingness to pay more to get it, is measured in this scale with four, five-point Likert-type items. Three of the items are general with regard to product categories while one refers specifically to food.
The degree to which a person believes that a set of employees work together well and stand for similar things is measured with four, seven-point Likert-type items.
Three, seven-point Likert-type items are used to measure a customer’s belief that the food in a meal is of high quality and has premium ingredients. The scale does not measure how the food tastes per se.
The scale has four, seven-point Likert-type items that measure how much a person believes that a particular location-based retailer where he/she receives a service has facilities that are high quality and easy to use.