Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Trust in the Online Store
With three, nine-point Likert-type items, the scale measures how reliable and believable a consumer believes an online store to be. Given the phrasing of one of the items, the consumer has purchased a particular product from the store. To make the scale amenable for use with respondents who may not have purchased from the store, the item can be easily edited.
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