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. A strong presence of information characteristics was found, verified along dimensions of content quality, access, and time. A number of traditional human and brand personality attributes also were present. These attributes correlated with overall attitude and liking of the websites, which helped to validate the scale. There was little evidence to support the presence of interactivity, real time, and customization-characteristics believed to be central to the Internet and Web technology. The findings suggest that the WPS is both a reliable and valid measure of website personality.
No takes yet. Share an insight, caveat, or question.
Chen et al. (2006) studied this question.
Synapse has enriched 2 closely related papers on similar clinical questions. Consider them for comparative context: