Understanding consumer online shopping behaviour from the perspective of transaction costs

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APPENDIX E Survey Instrument: English Version 
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APPENDIX F Survey Instrument: Chinese Version
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LIST OF TABLES 
 
Table 2.1 Summary of the Findings of the Effect of Online TCs on
Behaviour-Related Consequences 
77 
Table 2.2 Summary of the Findings of the Antecedents of Online TCs 
79 
Table 3.1 Summary of Hypotheses 
162 
Table 4.1 Pre-TCs Measurement Items 
178 
Table 4.2 Contemporaneous TCs Measurement Items 
178 
Table 4.3 Post-TCs Measurement Items 
179 
Table 4.4 Internet Access Availability Measurement Items 
179 
Table 4.5 Perceived Internet Expertise Measurement Items 
180 
Table 4.6 Online Buying Frequency Measurement Items 
181 
Table 4.7 Product Quality Concern Measurement Items 
181 
Table 4.8 Site Design Measurement Items 
182 
Table 4.9 E-Service Quality Measurement Items 
184 
Table 4.10 Reputation of online store Measurement Items 
185 
Table 4.11 Perceived Convenience Measurement Items 
185 
Table 4.12 Privacy and Security Concerns Measurement Items 
187 
Table 4.13 Environmental Uncertainty Measurement Items 
188 
Table 4.14 Online Purchase Behaviour Measurement Items 
189 
Table 4.15 Customer satisfaction Measurement Items 
189 
Table 4.16 Consumer Loyalty Measurement Items 
190 
Table 4.17 Consumer’s Risk-Bearing Propensity Measurement Items 
191 
Table 4.18 Perceived Enjoyment Measurement Items 
191 
Table 5.1 Demographic Profile of the Respondents (N=962) 
208 

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Table 5.2 Preliminary Data Analysis- Internet Access Availability
217 
Table 5.3 Preliminary Data Analysis- Perceived Internet Expertise
218 
Table 5.4 Preliminary Data Analysis- Product Quality Concern
220 
Table 5.5 Preliminary Data Analysis- Site Design
222 
Table 5.6 Preliminary Data Analysis- E- Service Quality
225 
Table 5.7 Preliminary Data Analysis- Reputation of Online Store
227 
Table 5.8 Preliminary Data Analysis- Perceived Convenience
229 
Table 5.9 Preliminary Data Analysis- Privacy and Security Concerns
231 
Table 5.10 Preliminary Data Analysis- Environmental Uncertainty
233 
Table 5.11 Preliminary Data Analysis- Perceived Consumer TCs
236 
Table 5.12 Preliminary Data Analysis- Customer Satisfaction
239 
Table 5.13 Preliminary Data Analysis- Customer Loyalty
240 
Table 5.14 Preliminary Data Analysis- Consumer’s Risk-Bearing
Propensity 
242 
Table 5.15 Preliminary Data Analysis- Perceived Enjoyment
244 
Table 5.16 Results of the Measurement Model of Latent Variables 
245 
Table 5.17 Results of Discriminant Analysis
249 
Table 5.18 Results of the New Measurement Model of Latent Variables 
252 
Table 5.19 Discriminant Validity (N=962) 
254 
Table 5.20 Results of Harman’s Single Factor Test 
256 
Table 5.21 Results of Structural Model When Controlling for Age, Gender,
Income and Education Level 
261 
Table 5.22 Direct, Indirect and Total Effects 
266 
Table 5.23 Results of Hypotheses Testing 
267 
Table 5.24 Mediation Analysis Results 
269 

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Table 5.25 Multigroup SEM Results of Testing the Effect of Risk-bearing
Propensity on Perceived TCs 

Online Purchase Behaviour 
270 
Table 5.26 Multigroup SEM Results of Testing the Effect of Risk-bearing
Propensity on Perceived TCs 

Consumer Loyalty 
271 
Table 5.27 Multigroup SEM Results of Testing the Effect of Perceived
Enjoyment on Perceived TCs 

Online Purchase Behaviour 
273 
Table 5.28 Multigroup SEM Results of Testing the Effect of Perceived
Enjoyment on Perceived TCs 

Customer Loyalty 
274 
Table 5.29 Results of the Structural Model – Search Products 
277 
Table 5.30 Results of the Structural Model – Experience Products 
281 
Table 5.31 Comparison of Search Products and Experience Products Model 
283 
Table 5.32 Comparison of Path Coefficients via T-tests 
286 

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