Understanding consumer online shopping behaviour from the perspective of transaction costs

Table 4.16 Consumer Loyalty Measurement Items 
LOY1. When I need to buy this kind of products, this online store is my first choice.
LOY2. I will recommend this online store to other consumers. 
LOY3. I will encourage other friends to purchase at this online store. 
LOY4. I doubt that I would switch online stores in terms of buying this kind of product. 
LOY5. To me, this online store is the best one to do business with.
 
 
4.6.15 Consumer’s Risk-Bearing Propensity 
Consumers’ risk-bearing propensity determines their inherent trait as the risk-bearing type or 
risk-averse type. It was measured via a five-item scale. This scale was built on the work of 
Bruner and Hensel (1994). Items that captured aspects of risk-taking, innovativeness and 
involvement were adopted. A seven-point scale anchored by 1 ‘strongly disagree’ and 7 
‘strongly agree’ was used. A higher score along this scale would imply that an individual 
shows higher risk-bearing propensity while shopping, and vice versa. The measurement items 
for measuring risk-bearing propensity are listed in Table 4.17.

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Table 4.17 Consumer’s Risk-Bearing Propensity Measurement Items 
RISK1. I am usually among the first to try new products. 
RISK2. I like to buy newer and different things. 
RISK3. I like to try new and different places and modes to shop. 
RISK4. I would not mind taking a risk with unfamiliar shopping situations. 
RISK5. I enjoy buying unfamiliar brands. 
 
4.6.16 Perceived Enjoyment 
Adapting from Heijden (2003) and Moon and Kim (2001), this study measured perceived 
enjoyment using a five-item scale. The word ‘the Website’ in the original work was replaced 
by ‘online shopping’ in order to best suit the context of online purchase. These items capture 
the extent to which the activity of adopting online shopping is perceived to be enjoyable in its 
own right, apart from any performance consequences that may be anticipated generating from 
the literature (Moon and Kim 2001, Heijden 2003). The respondents were requested to rate 
the extent of agreement with statements on a seven-point scale with anchors ranging from 
strongly agree (1) to strongly disagree (7). A high score was indicative of a high level of 
enjoyment perceived by the respondents. Table 4.18 contains the items for measuring the 
product variety.