Table 4.10 Reputation of online store Measurement Items
REP1. This online store has excellent public image.
REP2. This online store is extremely committed to customer satisfaction.
REP3. This online store is known to be concerned about consumers.
REP4. This online store has a good reputation compared to other rival online stores.
4.6.9 Perceived Convenience
Convenience was measured via a six-item scale that assessed the extent to which online
shopping allowed consumers to search for product information in least time and at any time.
It reflects the time and cognitive effort saving in terms of shopping at any time from
anywhere. These six items were adopted from Chung (2001) and Reynolds (1974). The items
were written as statements to which the respondents answer using a 7-point Likert scale
(1=‘strongly disagree’ to 7= ‘strongly agree’). A high score was indicative of a high level of
convenience perceived by the respondents. Table 4.11 contains the items for measuring
perceived convenience.
Table 4.11Perceived Convenience Measurement Items
CONV1. I can save time by shopping on the Internet.
CONV2. I shop online where I can reduce my efforts in travelling, walking, parking, and
waiting as much as possible.
CONV3. Online shopping is convenient to search product information.
CONV4. I can shop on the Internet at home.
CONV5. I can buy things on the Internet at any time when I want.
CONV6. I would assess the experience of online shopping as convenience.
4.6.10 Privacy and Security Concerns
Privacy and security concerns have been viewed by some researchers as two clearly distinct
constructs (Belanger
et al.
2002), whereas others do not necessarily agree that this distinction
is meaningful in studies of online buying behaviour (Zhang and Von Dran 2000, Grewal
et al.
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2004, McCole
et al.
2010). The researcher decided to treat privacy and security concerns as
one construct in the context of this study for four main reasons.
Firstly, McCole et al. (2010) and Urban et al. (1999) suggested that privacy and security
concerns are inextricably linked. The financial information is a part of consumers’ personal
information. Secondly, Zhang and von Dran (2000) labelled privacy and security concerns as
a hygiene factor associated with essential functionality in order for an online transaction to
take place. Thirdly, in relation to Grabner-Krautner and Kaluscha's (2003) two types of
uncertainty, the researcher believed that privacy and security concerns associated with online
purchasing fit into both uncertainty camps in that privacy and security “mishaps” can result
from both exogenous (e.g., hackers) and endogenous (e.g., misuse of data in-house) actions.
Fourthly, online shoppers are seldom able to differentiate between the two. They are often
viewed as one and the same in that to facilitate a secure payment it is assumed that a private
infrastructure must be in place and vice-versa. Privacy and security may be viewed as
theoretically separate constructs, but in the context of the average person's conception of the
online channel, they blend into one because the technical details are beyond the
comprehension of most users. It is for these reasons that the researcher decided not to
decouple the construct for the purposes of the current study.
To tap this construct, a five-item scale derived from Korgaonkar and Wolin (1999), Pavlou
and Chellappa (2001) was incorporated. These items capture the extent of the respondents’
concerns about privacy and financial security issues when shopping online, with endpoints 1
=‘strongly disagree’ and 7=‘strongly agree’. A high score was indicative of a high level of
privacy and security concern. Table 4.12 lists the items for measuring privacy and security
concerns.
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