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trust

How much a customer trusts that an online retailer is protecting his/her personal information is measured using three, five-point items.

The degree to which a person is apprehensive and distrusting of other people in general is measured with four, seven-point unipolar items.

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.

A person’s general level of trust across a variety of people and situations is measured with 25, five-point Likert-type items.  To be clear, the scale does not measure one’s trust of a particular person or those playing a specific role but rather the tendency to trust others and be optimistic about their intentions.

How much a person relies on his/her feelings in making decisions across situations is measured with seven, seven-point items.

Using six, five-point Likert-type items, the scale measures a person’s belief that an organization to which he/she belongs is competent and caring about its members.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

A person’s confidence in a brand that has been endorsed by a particular celebrity and willingness to buy the product is measured with three, six-point Likert-type items.

Eight, nine-point items are used to measure how much a consumer thinks that a price listed for a certain product is the actual price that will be charged by a particular retailer.

Eight, seven-point semantic differentials are used to measure a person’s attitude about an article with an emphasis on its usefulness and credibility.