Understanding consumer online shopping behaviour from the perspective of transaction costs

Table 4.9 E-Service Quality Measurement Items 
Reliability 
REL1.This online store delivers on its undertaking to do certain things by a certain time. 
REL2.Transactions with this online store are error-free.
REL3.The product I purchased is delivered by the time promised by this online store.
REL4.This online vendor shows a sincere interest in solving customer problems.
REL5.The performance of this online store is as desired.
Responsiveness 
RESP1.When I have a problem, this online store is always willing to help me. 
RESP2.This online store is never too busy to respond to customer requests. 
RESP3.It is easy to get in contact with this online store.
RESP4.This online store is prompt in replying to queries.
Personalization 
PERS1.This online store provides me with information and products according to my 
preferences. 
PERS2.This online store gives me individual attention. 
PERS3.This online store can understand my specific needs. 
 
4.6.8 Reputation of Online Store 
The reputation of online store refers to the perception a customer has about an online store. 
Drawing from the literature, including Jarvenpaa (2000), Qureshi et al. (2002) and Spencer 
(1999), the reputation of online store was measured using a four-item scale. These items were 
designed to cover the vendor’s public image, its commitment to customer satisfaction, 
concern for customers and overall reputation compared to others. The respondents were 
requested to indicate the extent to which they agreed or disagreed with statements that tapped 
their perceptions of the reputation of online store where they made their most recent purchase, 
on a seven-point scale (1 = ‘strongly disagree’ and 7= ‘strongly agree’ ). A high score was 
considered indicative of a good reputation of online store. The measurement items are shown 
in Table 4.10.

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