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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward the Website (Attractiveness)

The degree to which a person believes that an retail-type website is pleasing to look at and use is measured using five, seven-point Likert-type statements. The scale was referred to as character by Srinivasan, Anderson, and Ponnavolu (2002).