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Scaling mental imagery: an application to commercial web sites
Author(s) -
Frikha Azza,
Khrouf Lilia
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12019
Subject(s) - clarity , psychology , confirmatory factor analysis , scale (ratio) , mental image , reliability (semiconductor) , valence (chemistry) , usability , applied psychology , computer science , statistics , structural equation modeling , mathematics , geography , cognition , cartography , human–computer interaction , biochemistry , chemistry , power (physics) , physics , quantum mechanics , neuroscience
This study develops a comprehensive scale for measuring customers' mental imagery for commercial web sites. Following C hurchill's framework, a number of methodological instruments including two focus groups (the first with 4 experts and the second with 9 PhD students) and three surveys (151 students for the first survey, 205 and 200 web surfers, respectively, for the second and the third surveys) are used. The confirmatory factor analysis ( CFA ) resulted in a multiple‐item (13 items) scale with four dimensions; quantity/ease, links, vividness/clarity and valence, which seems to exhibit evidence of reliability and validity.