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PARTICIPANT INFORMATION SHEET
Dear Online Shoppers,
Invitation to participate
You are kindly invited to participate in the following research project titled ‘Understanding
consumer online shopping behaviour from the perspective of transaction costs’.
This research is being undertaken to fulfil the requirements of a Doctor of Philosophy under
the auspices of the Tasmanian School of Business and Economics (TSBE) at the University
of Tasmania. The research will be conducted by Miss Lingling Gao, a PhD candidate of the
TSBE, and overseen by Dr. Fan Liang, Dr Rob Hecker and Dr Tommy Wang in the School.
The purpose of this research project
The purpose of the project is to examine the online shoppers’ purchase behaviour and post-
purchase behaviour, which may be affected by the transaction costs incurred during the
online transaction process. We are interested in your online shopping experience, and the
extent to which you perceive the transaction costs associated
with shopping from certain
online store where you have made the most recent purchase. We are not seeking any specific
information which might be considered sensitive.
Your participation in the study would be extremely valuable. We believe that this study will
enhance understanding of consumers’ online purchase behaviour, their satisfaction, loyalty
and the costs consumers encounter
in online environment, as well as provide guidance for
online vendors wishing to reduce these costs beared by consumers and to gain the
competitive advantages in online retailing. This study will also provide implications for
consumers to assess the benefits and costs associated with online shopping.
What participants are expected to do?
Your participation in the study involves completing a questionnaire regarding your
experiences with online shopping. Please find the attached questionnaire and consent form.
The questionnaire should only take about 20-25 minutes to complete. There are no known or
anticipated risks to participation in this study.
Privacy protection
Participation in this study is entirely voluntarily. You can decline to answer any questions, or
can decline to participate at all. You are also free to withdraw from the study at anytime.
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All participants are guaranteed confidentiality of their survey responses. Any information you
provide will be used solely for the purpose of this research. The completed questionnaires
will be viewed only by the researcher, and will be analysed and reported in statistical terms.
Please be assured that you will not be identified by name in the doctorate thesis or any
publications arising from this research.
All questionnaires will be kept securely in locked filing cabinets
and on a password-protected
computer in the University of Tasmania TSBE building for a period of five years after the
completion of the project, at which time all information will be destroyed.
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