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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.
Chen et al. (Wed,) studied this question.