Understanding consumer online shopping behaviour from the perspective of transaction costs

 
 
Part D. Online Purchase 
 
D1-D5. Please circle the answer that best describes your situation.
D1. On average, how often do you buy online?
D2. What did you buy online in the last time? ___________________ 
D3. Which online store did you buy from? ___________________ 
D4. How many products have you purchased from this online store during the past 12 months? 
D5. Altogether, how many times have you purchased from this online store in the last 12 months?
Part E. Your Most Recent Online Purchase 
 
E1-E17. Think about your most recent online purchase (the product and online store you mentioned 
above in Part D). Please indicate how strongly you agree or disagree with the statements below, on a 
scale from 1 to 7. There is no right or wrong answer. Your opinion is what matters.
Strongly Strongly
Disagree Undecided Agree
E1. It took time and effort to connect to the Internet.
1 
2 
3 
4 
5 
6 
7 
E2. It took time and effort to navigate to 
this 
store’s 
website. 
1 2 3 4 5 6 7 
E3. I spent a lot of time and effort getting information that would 
1 
2 
3 
4 
5 
6 
7 
1. Less than once per month 
2. About once a month 
3. A few times a month 
5. A few times a week 
6. About once a day 
7. Several times a day 
1. 1 item
2. 2 – 3 items 
3. 4 – 5 items 
4. 6 – 7 items 
5. 8 – 9 items 
6. 10 – 11 items 7. > 11 items 
1. 1– 2
2. 3 – 4 
3. 5 – 6 
4. 7 – 8
5. 9 – 10 
6. 11 – 12 
7. > 12

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be a help in decision-making of online purchase from this store. 
E4. I spent a lot of time and effort searching for product 
information at this store.
1 2 3 4 5 6 7 
E5. I spent a lot of time and effort getting familiar with the layout 
of this site and the organization of its products. 
1 
2 
3 
4 
5 
6 
7 
E6. I spent a lot of time and effort assessing the credibility of this 
online store. 
1 2 3 4 5 6 7 
E7. I spent a lot of time and effort placing an order with this online 
store (including completing information about this product, my 
personal contact and delivery). 
1 
2 
3 
4 
5 
6 
7 
E8. It took time and effort to complete the online payment. 
1 
2 
3 
4 
5 
6 
7 
E9. It took time and effort to wait for this product to be delivered at 
home.
1 
2 
3 
4 
5 
6 
7 
E10. I spent a lot of time and effort checking the status of my order. 1 
2 
3 
4 
5 
6 
7 
E11. I spent a lot of time and effort contacting this online store to 
check whether the products I ordered are processed as promised. 
1 
2 
3 
4 
5 
6 
7 
E12. I spent a lot of time and effort monitoring the processing of 
my order. 
1 2 3 4 5 6 7 
E13. I spent a lot of time and effort resolving post-purchase 
problems.
1 
2 
3 
4 
5 
6 
7 
E14. I spent a lot of time and effort returning and replacing this 
product. 
1 2 3 4 5 6 7 
E15. It took time and effort to deal with the unpredictable events in 
the transaction. 
1 
2 
3 
4 
5 
6 
7 
E16. It took time and effort to make changes to orders that has been 
sent to this online store. 
1 2 3 4 5 6 7 
E17. It took time and effort to arrange another time to receive this 
product ordered if it was not physically delivered on time as 
promised. 
1 
2 
3 
4 
5 
6 
7