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.
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How much a consumer indicates that the purpose of a particular shopping trip was to look for new ideas and products is measured with three, seven-point items.
The degree to which a person expresses confidence in his/her ability to find information about a product in order to make a decision is measured with three, seven-point Likert-type items. While this scale might be used with sources other than online, it seems to be most suited for that context.
Three, seven-point Likert-type items compose the scale and measure one’s belief that he/she can judge the quality and other attributes of a particular product before buying it.
Three, seven-point items are used in this scale to measure the probability that a person will seek information about some topic or product from sites other than the one he/she has just visited.
Various non-monetary costs such as time, learning, and effort that are associated with changing brands within a product category are measured in this scale using five, seven-point Likert-type items.
The degree to which a person believes a store is making low price-related claims in its advertisements because of a sincere desire to inform and serve its customers is measured with three, seven-point Likert-type items.
Using three, seven-point items, the scale measures the probability that a person will request information at a particular website regarding its services after having taken a look at some of its pages.
This scale is composed of three, seven-point items that measure a consumer's frequency of placing items in a shopping cart at a website but deciding not to checkout because of the willingness to put the purchase on hold in order to look for a better price.
The ease with which a person reports being able to get around a website and find what is wanted is measured using four, seven-point Likert-type items.
This four-item, seven-point, Likert-type scale is used to measure the degree to which a consumer expresses enjoyment of shopping-related activities. The stated focus in each item is on shopping as part of prepurchase search activity rather than shopping as part of on-going search activity.
