Attitude toward the Site

Attitude toward the Ad (AAD) is widely used in studies of traditional mass media advertising. As e-commerce becomes more important, Attitude toward the Site (AST) will gain parallel status in evaluating effectiveness. In this study, we develop and present a reliable and valid scale that measures Attitude toward a Website (AST). We then develop and present additional scales that provide more detailed information. Reasons for high and low evaluations are discussed and illustrated.