Development of an instrument to measure web site personality

Qimei Chen and Shelly Rodgers

A Website Personality Scale (WPS) was developed and validated through a multi-phase process. We investigated the presence of human and brand personality attributes as well as information characteristics in over one hundred websites.
  

Development of an instrument to measure web site personality

Qimei Chen University of Hawaii at Manoa

Shelly Rodgers University of Missouri-Columbia

INTRODUCTION

The growth of the Internet provides tremendous opportunities for online advertisers who want to establish an Internet presence. However, corporate websites are expensive and over 90 percent of all new websites fail primarily due to bad design (LindaCaroll.com, 2006). Under- standing how website design and by extension, website personality, affects consumers' attitudes and relationship with the company will help to improve customer relationships and prevent website failure (Palmer and Griffith 1998).

Although...

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