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All of the measures used here are adapted from previous
relevant studies and have been commonly employed in the domain of this
topic.
- Online Shopping Behavior
- Demographics
- Perceived Risk
- The Reputation of Retailers
- Consumer Orientations
- Price
- Type of Access
Online Shopping Behavior
In this study, online shopping behavior are defined
as how many consumers made purchases on the Internet in the past 6 months.
| 1. ¡°Less than 3 times¡± |
Occasional Web
buyer |
| 2. ¡°4-6 times¡± |
Frequent Web buyer |
| 3. ¡°7-10 times¡± |
| 4. ¡°11-20 times¡± |
| 5. ¡°More that 20 times¡± |
This index was used to previous
study (Li et al. 1999). The previous study categorized the response
as: ¡°Never,¡± ¡°1-3 times.¡± ¡°4-6 times,¡± ¡°7-10 times,¡± ¡°11-20 times,¡±
and ¡°More that 20 times.¡± These categories were coded into three levels
as non-Web user, occasional Web user, and frequent Web user. But this
study will use same five categories and classify two levels: ¡°Occasional¡±
and ¡°Frequent¡±.
Demographics
1) Age
Under 21 |
21 - 29 |
30 - 39 |
40 -49 |
50 - 65 |
Over 65 |
2) Education
High school graduate |
Some college |
College graduate |
Some Graduate |
Graduate Degree |
3)
Income
Less than $29,999 |
Low
Income |
$30,000 - $49,999 |
Low Medium |
$50,000 - $79,999 |
High Medium |
More than $80,000 |
High Income |
4) Gender
Perceived Risk
A two-item index will be adapted from previous
study (Swanminathan, et al, 1999) in order to measure consumers' percieved
risk.
Two items are
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Strongly Disagree |
Disagree |
Neutral |
Agree |
Strongly Agree |
| 1. In general, how concerned are you about security
on the Internet? |
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| 2. How concerned are you about security in relation
to making purchases or banking over the Internet? |
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A five-point scale will be used ranging from 1 (strongly disagree) to
5 (strongly agree) about each question. ¡°5¡± point means the highest
perceived risk, whereas ¡°1¡± point means the lowest perceived risk.
The Reputation of Retailers
In order to reputation, the prior study index will be
also used (Jarvenpaa et al., 1999). Respondents will be asked to answer
three items about the perceived risk. Three items are
| |
Strongly Disagree |
DIsgree |
Neutral |
Agree |
Strongly Agree |
| 1. This Website is well known. |
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| 2. This Website has a bad reputation in the market. |
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| 3. This Website has a good reputation. |
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A five-point scale will also be used ranging from 1
(strongly disagree) to 5 (strongly agree) about each question.
Consumer Orientations: Convenience-oriented and Experience-oriented
In order to measure consumer orientation, experiential orientation and
convenience orientation will be used. In this attempt, respondents will
be asked about total 6 statements, which have a five-point scale (Li
et al. 1999).
| |
Strongly Disagree |
DIsgree |
Neutral |
Agree |
Strongly Agree |
Experiential Orientation |
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| 1. I like to see and touch products before I buy
them. |
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| 2. I hate buying things without seeing what I am
getting. |
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| 3. I like to try it before I buy a product. |
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| Convenience Orientation |
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| 1. I hate to wait in long lines for checking out
goods. |
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| 2. Saving time while shopping is very important
to me. |
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| 3. I want to be able to shop at any time of the
day. |
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Price
These items are adapted from Donthu
and Garcia (1999).
| |
Strongly Disagree |
Disagree |
Neutral |
Agree |
Strongly Agree |
| 1. I usually purchase the cheapest item. |
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| 2. I usually purchase items on sale only. |
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| 3. I often find myself checking prices. |
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| 4. A person can save a lot by shopping for bargains. |
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Type of Access
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