Understanding consumer online shopping behaviour from the perspective of transaction costs

APPENDIX D 
The Mean, Stand Deviations, Skewness and Kurtosis of All Variables (Main Study) 
 
Variables 
Mean Std. 
Deviation 
Skewness Kurtosis 
Statistic Statistic Statisti
c 
Std. 
Error 
Statistic Std. 
Error 
Gender 1.51 
.500 
-.033 
.079 
-2.003 
.158 
Age 2.47 
1.191 
.594 
.079 
-.256 
.158 
Education 3.34 
1.446 
.616 
.079 
.205 
.158 
Income 2.97 
1.330 
.910 
.079 
.546 
.158 
Internet access availability 
4.6624 1.24906 -.305 .079 -.551 .158 
Perceived Internet expertise
4.6318 
1.34718 
-.366 
.079 
-.644 
.158 
Online buying frequency
3.00 
1.666 
.392 
.079 
-1.004 
.158 
Product quality concern 
4.3927 
1.61388 
-.234 
.079 
-1.326 
.158 
Site design
4.3968 
1.28607 
-.354 
.079 
-1.060 
.158 
E- service quality
4.1625 
1.20187 
-.149 
.079 
-1.182 
.158 
Reliability
4.2397 1.37804 -.178 .079 -1.043 .158 
Responsiveness
4.1047 1.34820 -.110 .079 -.821 .158 
Personalization 
4.1109 
1.38445 
-.068 
.079 
-.760 
.158 
Reputation of online store
4.3080 
1.28601 
-.256 
.079 
-.733 
.158 
Perceived convenience
4.7581 
1.21610 
-.459 
.079 
-.567 
.158 
Privacy and security concerns
4.0362 
1.53790 
.073 
.079 
-1.255 
.158 
Environmental uncertainty
3.9289 
1.13250 
-.009 
.079 
-.858 
.158 
Perceived consumer TCs
3.4226 
1.31661 
.328 
.079 
-1.194 
.158 
Pre-TCs
3.3185 1.45864 .326 .079 -1.086 .158 
Contemporaneous TCs
3.9383 1.58138 .068 .079 -1.055 .158 
Post-TCs
3.2943 1.45101 .437 .079 -1.099 .158 
Online purchase behaviour
3.2931 
1.85570 
.329 
.079 
-1.133 
.158 
Customer loyalty
4.1208 
1.42015 
-.208 
.079 
-1.158 
.158 
Customer satisfaction
4.0745 
1.52252 
-.176 
.079 
-1.236 
.158 
Risk-bearing propensity
3.7183 
1.12511 
.142 
.079 
-.735 
.158 
Perceived enjoyment
4.3842 
1.26856 
-.235 
.079 
-.682 
.158 
Valid N (listwise) 

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APPENDIX E 
Survey Instrument (English Version) 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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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.