Customer Perceptions of E-Commerce
Hello. My name is ______________________________. I am a Marketing Research student at JSU.
May I take a few moments of your time to ask you some questions for a research project we are conducted?
You may be assured that your responses will be completely anonymous.
This study is being conducted in order to better understand why individuals, such as you, decide to
make use of e-commerce, or the Internet, to purchase products. We hope the study will provide information that
will help us to better assist prospective e-commerce customers in the future. Only a limited number of
individuals are being surveyed; thus, YOUR opinions on these topics are very important to the success of the
project.
Your responses to this survey will remain COMPLETELY ANONYMOUS.
individually-identified responses will NOT be provided to anyone.
Your name and
Section 1: General Information About the Respondent
1.
Gender
1. Female
2.
Year of Birth
__________
3.
You are a:
1. Full-time student
4.
Do you work full-time?
1. Yes
2. No
5.
Have you ever worked?
1. Yes
2. No
6.
What is the total number of years that you have been in the workforce?
7.
If you do work or have worked, what is/was your primary role in your most current job?
1.
Management
2.
Non-Management
3.
Do not work / Haven’t worked
8.
If you do work or have worked, what is/was the industry in which you most currently worked?
1.
Retail
2.
Manufacturing
3.
Construction
4.
Financial
5.
Services
6.
Non-profit – Education
7.
Non-profit – Non-Education
8.
Other ___________________________________________________(please specify)
9.
Which of the following best describes your primary ethnic background?
1.
African
2.
Arabian
3.
Asian/Pacific Islander
4.
Caucasian
5.
Latino
6.
Native American/Alaskan Native
7.
Mixed Ethnicity
8.
Other __________________________________________________(please specify)
10.
What is the greatest amount you have ever spent on ONE good or service when purchasing online?
1.
2.
3.
4.
5.
6.
7.
8.
9.
2. Male
I have never bought any goods or services online
$1
-- $ 100
$ 101 -- $ 200
$ 201 -- $ 300
$ 301 -- $ 400
$ 401 -- $ 500
$ 501 -- $ 1,000
$ 1,001 -- $ 10,000
More than $ 10,000
2. Part-time student
3. Other
________________
Section 2: General Information About the Respondent’s Online Purchasing Activities
I am now going to read you a list of typical online behaviors. There are no right or wrong behaviors; we simply
are interested in the EXTENT to which you engage in each of the following. Utilizing the scale below (1 =
“Always”, 2 = “Mostly”, 3 = “Occasionally”, 4 = “Rarely”, and 5 = “Never”) please describe how you
generally shop online.
Always
Mostly
Occasionally
Rarely
Never
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
11. I like purchasing goods and/or services online.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Before making a purchase, whether online or in a retail store, I
search for information about the product online.
When on websites, I provide inaccurate information about
myself in order to protect my privacy.
I avoid particular websites because I feel they are likely to
violate my privacy.
Before I make an online purchase, I read the website’s privacy
policy.
Before I provide information about myself online, I read the
website’s privacy policy.
When I make online purchases, I look to see if the website has
privacy seals of approval on its web page (TRUSTe, CPA Web
Trust, BBBOnline, etc.)
If I find a particular website to be difficult to navigate or
purchase from, I avoid returning to it in the future.
If a website does not have a privacy seal of approval, I do not
purchase any products from that website.
When I make an online purchase, I check to see if the transaction
is secure (https) before I complete the transaction.
To what extent have you experienced problems with e-commerce
transactions in general?
22.
Please think of the e-commerce transaction that, initially, caused you the most concern or the greatest
problem. From the list below, please indicate the outcome.
Your actions
The firm’s actions
The outcome
1.
Informed the firm
Problem resolved
Satisfied with the resolution
2.
Informed the firm
Problem resolved
Somewhat satisfied with the resolution
3.
Informed the firm
Problem resolved
Dissatisfied with the resolution
4.
Informed the firm
Still working to resolve
Satisfied with the attempt
5.
Informed the firm
Still working to resolve
Somewhat satisfied with the attempt
6.
Informed the firm
Still working to resolve
Dissatisfied with the attempt
7.
Never informed the firm
Discovered & resolved it
Satisfied with the resolution
8.
Never informed the firm
Discovered & resolved it
Somewhat satisfied with the resolution
9.
Never informed the firm
Discovered & resolved it
Dissatisfied with the resolution
10.
Never informed the firm
Never resolved
11.
I have never engaged in online transactions
12.
While I have purchased online, I have never experienced a problem
Section 3: Perceptions of E-Commerce
I am now going to read you a list of general statements. Each represents a commonly held opinion and there is
no right or wrong answer. Utilizing the scale below (1 = “Strongly Disagree”...5 = “Strongly Agree”) please
describe how you generally shop. You will probably disagree with some of the items and agree with others. We
are interested in the EXTENT to which you disagree or agree with such matters of opinion.
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
23. I have a clear picture in my mind of buying products online.
1
2
3
4
5
24. Buying products online is a difficult item to think about.
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
28. I generally trust other people.
1
2
3
4
5
29. I tend to count upon other people.
1
2
3
4
5
30. I generally have faith in humanity.
1
2
3
4
5
31. I feel that people are generally reliable.
1
2
3
4
5
32. I generally trust other people unless they give me reason not to.
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
35. E-commerce will give me little trouble in use
1
2
3
4
5
36. I trust e-commerce.
1
2
3
4
5
37. E-commerce can do everything I want it to do.
1
2
3
4
5
38. I feel some anxiety when I start to buy products online.
1
2
3
4
5
1
2
3
4
5
40. Buying products online agitates me.
1
2
3
4
5
41. I like that buying products online is so convenient.
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
44. I feel comfortable buying products online.
1
2
3
4
5
45. The Internet makes buying products easier.
1
2
3
4
5
46. Thinking about buying products online makes me nervous.
1
2
3
4
5
25.
Buying products online is not the sort of thing that is easy to
picture.
26. The image of e-commerce comes to my mind right away.
27.
I need more information about e-commerce in order to give
myself a clear idea of what it is.
E-commerce will meet my product & information buying needs
without question.
E-commerce websites offer me the technical attributes necessary
34.
for my product & information buying needs.
33.
39.
I prefer to have people handle my transactions than to purchase
products online.
I think most people know how to buy products online better than
I.
I resent that e-commerce is becoming so prevalent in our daily
43.
lives.
42.
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
1
2
3
4
5
48. E-commerce is intimidating.
1
2
3
4
5
49. The Internet should not be used to handle people’s transactions.
1
2
3
4
5
50. I am very likely to purchase products online in the future.
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
54. It is fun to buy products online spontaneously.
1
2
3
4
5
55. I avoid buying things online that are not on my shopping list.
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
47.
51.
I feel more confident dealing with a human being in my
transactions than buying the products online.
When I shop online, I buy things that I had not intended to
purchase.
52. I am a person who makes unplanned purchases online.
53.
56.
57.
58.
59.
60.
61.
When I see something that really interests me online, I buy it
without considering the consequences.
I plan to use online buying for the majority of my purchases in
the future.
When I shop online, I will not buy from a website unless I am
familiar with the company that owns the website.
When I shop online, I only buy those good or services that have a
good reputation.
I like shopping online because it saves me time compared to
shopping in a traditional retail store.
Shopping online allows me to save money compared to buying
the same good or service in a traditional retail store.
Shopping online is enjoyable because I do not have to interact
with retail salespeople.
Be Absolutely Sure That You Thank the Respondent for His/Her Time!