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.
  

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...