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...
Development of an instrument to measure web site personality
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.
