I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
shopping
Three, seven-point items are used to measure a consumer's beliefs about how often he/she has put products in an online shopping cart to help make the purchase decision.
The degree to which a consumer shops online because of the ability to do it without having to interact with sales people or other shoppers is measured with three, seven-point Likert-type items.
The scale uses five, seven-point Likert-type items to measure the degree to which a consumer shops online because of the assortment of products available for purchase as well as the information about them compared to shopping in retail stores.
The degree to which a customer admits to deliberately behaving in ways that violated the generally accepted norms of conduct in a particular shopping situation is measured with four, seven-point Likert-type items.
Using four, seven-point Likert-type items, this scale measures the degree to which a consumer shops online rather than in retail stores because of the immediate positive feelings that are experienced.
The degree to which a customer believes that the interior of some physical space (such as a store) is unpleasant, particularly in terms of being cramped, is measured with five, seven-point Likert-type items. Depending upon one's preferred terminology, this could be viewed as a facet of atmospherics or servicescape.
The scale assesses the extent to which a consumer is wary that a store is gathering his/her personal information and using it for business purposes. The scale was used by Demoulin and Zidda (2009) with respect to a loyalty card issued by a store, thus, they referred to the measure as perceived risk associated with the new loyalty card.
The scale is intended to measure the intensity of a customer's positive feelings towards a certain store.
Six, seven-point Likert-type items compose the scale and measure the degree to which a customer believes that the behavior of other customers in a particular store was inappropriate.
Four, seven-point Likert-type items are used in this scale to measure the degree to which a consumer shops online because of the ability to do it more anonymously than in retail stores.
