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...