Understanding consumer online shopping behaviour from the perspective of transaction costs

 
Table 4.13 Environmental Uncertainty Measurement Items 
EUN1. It is difficult to be assured that the existing laws and regulations are good enough to 
protect me from problems on the Internet. 
EUN2. It is difficult to be assured that the existing laws and regulations are adequate for the 
protection of my interest. 
EUN3. It is difficult to determine whether the existing laws and regulations can well 
regularize the online vendors’ behaviour. 
EUN4. It is difficult to determine whether media reports are credible and authentic. 
EUN5. It is difficult to be assured that media reports can well supervise online vendors. 
EUN6. It is difficult to be assured that online reviews are always authentic and credible. 
EUN7. It is difficult to determine whether online reviews provide facts in support of their 
position. 
 
 
4.6.12 Online Purchase Behaviour 
Online purchase behaviour consists of two items capturing two dimensions of purchasing 
behaviour (one item for product amounts and one item for number of purchase times). These 
items were generated from the work of Eastlick and Lotz (1999) and Shim and Drake (1990a). 
The first item measured the total amount of products the respondents purchased from an 
online store during the past 12 months. The possible choices included 1 item, 2-3 items, 4-5 
items, 6-7 items, 8-9 items, 10-11items and more than 11 items. The second item measured 
the total number of shopping visits at the online store during the last 12 months. The answers 
that could be selected included 1-2 times, 3-4 times, 5-6 times, 7-8 times, 9-10 times, 11-12 
times and more than 12 times. The respondents were asked to indicate the answers that could 
best describe their online purchase behaviour in terms of total amounts and number of times. 
The final online purchase behaviour was created by computing the mean of the two items. 
The two items for measuring online purchase behaviour are displayed in Table 4.14. 

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