Understanding consumer online shopping behaviour from the perspective of transaction costs

 
SURVEY OF ONLINE CONSUMER BEHAVIOUR IN CHINA 2012 
Part A. Information about You for Statistical Purposes 
A1-A4
.
Please circle the answer that best describes you. Responses will be treated anonymously and 
confidentially. 
A1. Your gender is:
1. Male 2. Female 
A2. Your current age is: 
A3. The highest level of formal education that you have completed is: 
A4. Your total household annual income (RMB) is: 
 
Part B.
Your Perception about the Conditions for Online Shopping 
 
 
B1-B13. Please circle the answer that best describes you. There is no right or wrong answer. Your 
opinion is what matters. (1=strongly disagree 2=Moderately Disagree 3=Slightly Disagree
4=Undecided 5=Slightly Agree 6=Moderately Agree 7=Strongly Agree) 
1. 18 - 25 
2. 26 - 33 
3. 34 - 41 
4. 42 - 49 
5. 50 – 57 
6. 58 - 65
7. > 65 
1. Junior high school 
2. Senior high school 
3. College 4. University 
5. Master 
6. Ph.D. 
7. Other (Please describe) ___________ 
1. <
10,000 
2. 10,000-59,999 
3. 60,000-109, 999 4. 110,000-159,999 
5. 160,000-209,999 
6. 210,000-259,999 7. > 260,000 

---

433
 

Strongly Strongly

Disagree Undecided Agree

B1. I can easily find Internet, whether it is a wired network or 

wireless. 
1 
2 
3 
4 
5 
6 
7 
B2. My PC can easily connect to the Internet. 
1 
2 
3 
4 
5 
6 
7 
B3. I can easily access to Internet in my study or work place. 
1 
2 
3 
4 
5 
6 
7 
B4. I can easily access to the Internet at anytime and anywhere. 
1 
2 
3 
4 
5 
6 
7 
B5. I could easily use the web to find product information on a 
product/service.
1 
2 
3 
4 
5 
6 
7 
B6. I can get to a specific website with a browser. 
1 
2 
3 
4 
5 
6 
7 
B7. I feel comfortable searching the World Wide Web on my own. 1 
2 
3 
4 
5 
6 
7 
B8. I would be able to use web on my own to locate retail sites. 1 
2 
3 
4 
5 
6 
7 
B9. I am usually among the first to try new products. 
1 
2 
3 
4 
5 
6 
7 
B10. I like to buy newer and different things. 
1 
2 
3 
4 
5 
6 
7 
B11. I like to try new and different places and modes to shop. 
B12. I would not mind taking a risk with unfamiliar shopping 
situations. 
1 2 3 4 5 6 7 
B13. I enjoy buying unfamiliar brands. 
1 
2 
3 
4 
5 
6 
7