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Channel: Marketing Scales - computers
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Attitude Toward Computer Technology

This is a two-item, six-point, Likert-type scale that assesses a person's lack of comfort with some aspects of computer technology.

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Anxiety (With Computers)

The eight, seven-point Likert-type statements are used to measure a person's dislike of computers as well as their discomfort using them.

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Attitude Toward the Website (Absence of Errors)

The scale is composed of three statements that are intended to measure a person's belief that a particular website is free from technical glitches as far as the customer's experience is con

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Computer's Effect on Home Activities

Five, five-point Likert-type statements are used to assess the degree to which a consumer believes that a computer has changed key aspects of his/her life, particularly in the home.

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Computer's Importance in the Home

The scale is composed of five, five-point Likert-type statements that measure how essential a consumer believes a computer to be in his/her home.

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Privacy of Information (Software Usage)

Three, seven-point items are used to measure the degree to which a person desires software that would help him/her protect his/her personal information and online behavior by doing such things as e

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Website Controllability

This scale has three, seven-point Likert-type items that measure the degree of control a person reports having over his/her interaction with a particular website.

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Website Interactivity (Control)

The scale measures the degree to which a person believes that a website enables the user to know where he/she is, go where he/she wants to go, and do what he/she wants to accomplish at the site.

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Confidence in Computer Use

A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

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Trust in Algorithms (Cognitive)

Three, 100-point items measure the degree to which a person believes that a particular task is not just accomplished well by algorithms, but performs better than humans.  The actual task is no

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Trust in Algorithms (Affective)

With three, 100-point items, the scale measures how much a person is troubled by algorithms that can perform a particular task better than humans.  The actual task is not stated in the sentenc

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