Understanding consumer online shopping behaviour from the perspective of transaction costs

Table 4.14 Online Purchase Behaviour Measurement Items 
PUR1. How many products have you purchased from this online store during the past 12 
months? 
1. 1 item
2. 2 – 3 items 
3. 4 – 5 items 
4. 6 – 7 items 
5. 8 – 9 items 
6. 10 – 11 items
7. > 11 items 
PUR2. Altogether, how many times have you purchased from this online store in the last 12 
months? 
1. 1– 2 
2. 3 – 4 
3. 5 – 6
4. 7 – 8 
5. 9 – 10 
6. 11 – 12
7. > 12 
 
4.6.13 Customer Satisfaction 
Customer satisfaction is defined as the contentment of the customer with respect to his or her 
prior purchasing experience with a given online store. It was measured using a three-item 
scale adopted from Anderson and Srinvasan (2003) These items were stated as “My choice 
to purchase from this online store was a wise one”, “I am satisfied with this online store, 
when compared with expectation” and “I think I did the right thing by buying from this 
online store”. Respondents were asked to evaluate these statements on a seven-point scale 
with scale poles ranging from strongly disagree to strongly agree. A high score indicated a 
high degree of satisfaction towards the online store. Table 4.15 lists the items of customer 
satisfaction. 
Table 4.15 Customer satisfaction Measurement Items 
CSAT1. My choice to purchase from this online store was a wise one. 
CSAT2. I am satisfied with this online store, when compared with expectation. 
CSAT3. I think I did the right thing by buying from this online store. 

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4.6.14 Customer Loyalty 
Consumer loyalty toward an online store refers to a consumer’s favourable attitude toward an 
online vendor resulting in positive word-of-mouth and repeat buying behaviour (Anderson 
and Srinivasan 2003b). The items for measuring loyalty (see Table 4.16) were adapted from a 
scale used by Srinivasan and Srinivasan (2003b) and Gefen (2002). Respondents were asked 
to indicate their level of agreement with the following items using a seven-point Likert scale 
where (1) indicates strongly disagree and (7) indicates strongly agree.