Development of an Instrument to Measure Web Site Personality

Chen, Qimei; Rodgers, Shelly

doi:10.1080/15252019.2006.10722124

Cited by 53 publications

(38 citation statements)

References 62 publications

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“…This relationship, however, has not been investigated in the context of online retailing. Although a few studies found that website personality influences customer satisfaction (Chen and Rodgers 2006), perceptions of the quality and value of the site (Poddar, Donthu, and Wei 2009;Chen and Rodgers 2006), customer-site relationships and revisit intentions (Chen and Rodgers 2006), and customer trust (Leen, Ramayah, and Omar 2010), there is still a great potential to investigate the impact of website personality on more fundamental constructs of e-shopping. In this study, we contribute to this stream of research by examining how each dimension of a website personality could affect the formation of customers' general evaluation of the e-retailer's site.…”

Section: How Would the E-retailer's Website Personality Impact Custommentioning

confidence: 98%

“…Later research, however, suggested that commercial websites could have distinct identities that could be developed through website design. For instance, Chen and Rodgers (2006) suggested that website personality shares some attributes with human personality because of its interactive features, such as dialogue and customization, and with brand personality, resulting from its association with the sponsoring organization. They, however, add that website personality has certain features that are unique to the online environment.…”

Section: E-retailer's Website Personalitymentioning

confidence: 99%

“…They, however, add that website personality has certain features that are unique to the online environment. In particular, Chen and Rodgers (2006) note that the formation of website personality is based not only on direct and indirect contacts (similar to the case of human and brand personalities), but also on the design of the site's interfaces. Thus, they defined website personality as "the set of traits encompassing human characteristics and information technology features associated with a website" (p. 49-50).…”

Section: E-retailer's Website Personalitymentioning

confidence: 99%

See 2 more Smart Citations

How Would the E-Retailer’s Website Personality Impact Customers’ Attitudes toward the Site?

Shobeiri¹,

Mazaheri²,

Laroche

2015

Journal of Marketing Theory and Practice

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Section: How Would the E-retailer's Website Personality Impact Custommentioning

confidence: 98%

Section: E-retailer's Website Personalitymentioning

confidence: 99%

Section: E-retailer's Website Personalitymentioning

confidence: 99%

See 1 more Smart Citation

How Would the E-Retailer’s Website Personality Impact Customers’ Attitudes toward the Site?

Shobeiri¹,

Mazaheri²,

Laroche

2015

Journal of Marketing Theory and Practice

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“…Future research could consider pairing the WMI with existing internet advertising scales and constructs such as interactivity (McMillan & Hwang 2002), virtuality (Griffith & Chen 2004), and website personality (Chen & Rodgers 2006) to examine applications of the WMI in the field of internet advertising and marketing research.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

The Web Motivation Inventory

Rodgers

Wang²,

Rettie³

et al. 2007

International Journal of Advertising

Self Cite

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The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by the WMI since its publication in 2002. This paper replicates and extends the original WMI using participants in the US, UK and Australia and includes internet motives not previously examined. The results show that the four-factor WMI remained reliable and valid for all three samples. Findings suggest the extended WMI may be broken into 12 sub-scales that represent the original fourfactor measure. IntroductionInternet advertisers in the US spent $7.9 billion during the first six months of 2006 -a 37% increase over the first half of 2005 (IAB 2006). Increase in online advertising reaffirms the internet's growing importance for advertisers and marketers who want to engage consumers and leverage branding opportunities. From search engines, behavioural targeting, consumer-generated content, broadband and new emerging platforms such as mobile and iPTV, the internet is projected to continue to increase its share of total ad spending (IAB 2006).

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“…10, No. 11; It has been found that websites also could evolve and mold brand personalities (Chen & Rodgers, 2006) and as such, they are likely to reflect human personality characteristics as well. The website personality could be defined as a set of traits encompassing human characteristics and information technology features of a website (Chen & Rodgers, 2006: 49-50).…”

Section: Brand Personalitymentioning

confidence: 99%

Brand Personality Moderating Effect on Relationship between Website Quality and Online Trust: Malaysian Online Environment Context

Habibi

Hagh

Bahabadi

et al. 2014

ASS

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The objective of this paper is to examine whether the brand personality which includes two dimensions namely, (sincerity/trustworthiness) and (youthfulness/modernity), can moderate the relationship between website quality and online trust. This study considers the impact of the quality of website on online trust and the extent it encourages purchase intentions in the Malaysian context. The data for the study were collated from responses from a sample of 229 college students in Malaysia. The survey included questions on items that measured brand personality, web site quality, online trust and purchase intentions. The data was evaluated by applying multiple regression analysis to establish the relationship among variables .The findings indicate that both dimensions of brand personality, namely (sincerity/trustworthiness) and (youthfulness/modernity) are able to moderate the relationship between web site quality and online trust. However, the results suggest that the impact of (youthfulness/ modernity) is more significant compared to (sincerity/trustworthiness).It was evident that in the Malaysian context, it was imperative for an organization to present an updated and exciting website to attract more consumers to purchase online through its website. This study enhances and augments the existing pool of knowledge on websites with special emphasis on online transactions.. This study provides a better understanding on the perception of Malaysian customers towards web-based transactions. The findings also offer valuable information to the marketing and information managers of organizations with regard to online business transactions.

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Development of an Instrument to Measure Web Site Personality

Cited by 53 publications

References 62 publications

How Would the E-Retailer’s Website Personality Impact Customers’ Attitudes toward the Site?

How Would the E-Retailer’s Website Personality Impact Customers’ Attitudes toward the Site?

The Web Motivation Inventory

Brand Personality Moderating Effect on Relationship between Website Quality and Online Trust: Malaysian Online Environment Context

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