Factors Influencing Consumers' Intention to Purchase Clothing Online - Research Paper Example

E-Trust Marketing Report Customer Name: Lecturer Name: Date: Disclaimer statement The information provided in this report is presented in my own words, the literature written with reference to the materials have been acknowledged through citation. The survey was supplied to correspondents both physically and in an online environment in order to acquire data that is analyze din this research. Letter of Transmittal (to the lecturer) Street Address City, State ZIP Month Date, Year Name of recipient Title Company Street Address City, State ZIP Dear Sir/Madam TITLE: E-TRUST SURVEY REPORT The purpose of this report is to present the findings of shopping behaviors of people in an online environment. The report was assigned by the lecturer for the purpose of demonstrating understanding of research through literature analysis and data analysis with the use of SPSS software program. The scope of the report is limited to the 60 respondents requested to fill out the information, the survey sought to analyze if the respondents prefer shopping online or not. Their demographics such as gender, age-group and occupation were also considered in this report. I sincerely hope that the provided research will be important in making decision and conclusions. Sincerely, Your Signature Your typed name Your title Executive summary This E-Trust report analysis focused on market research methods and specifically regarding online shopping behavior of different participants who took part in the process. The findings of the research revealed a positive liking of online shopping experience as opposed to the traditional door to door shopping experience. The participants were contacted both physically and through online platforms to seek their participations. Majority of the participant’s age group ranged from 18 to 29 where majority of them were students. Most of the responses from the participants showed a number of imperative aspects, these aspects include; the fact that online businesses are on the growth hence more participation in terms of shopping, most people tend to shop in stores that they feel trustworthy and of good reputation, most participants felt that their online experience were more than a mere shopping, the buyers were able to connect with the company through their website, it is easy to compare prices from the variety of the sources available online, online shopping is favorable because of the easy access from anywhere and hence no hustles and there are also a variety of payments options available online including paypal and visa. The report also highlights limitations such as the participant’s number of spread, limited age group participation and the lack of qualitative aspect in the research. The recommendations for future research thus includes; better involvement of people, consideration of online negatives such as frauds, more questions and more participants in order to increase the accuracy of the report. Table of Contents Disclaimer statement 2 Letter of Transmittal (to the lecturer) 3 Executive summary 4 Table of Contents 6 Problem Definition using literature or industry data to support 7 Methodology 9 Research overview 9 Data Analysis & Results 9 Data analysis 43 Limitations and caveats 45 Conclusions and recommendations 45 Reference List 47 Appendix 49 Problem Definition using literature or industry data to support With increasing globalization, information dissemination has been increased; the internet is the hub of information worldwide. The effect of the internet in the daily lives of every individual cannot be ignored (Breitenbuch, 2004). Many companies have since developed and improved their presence online because of the importance of internet presence in increasing the productivity of the company in terms of selling its products as well as its services (Sinha, 2012). B-2-C or Business-to-consumer is particularly the central business aspect involved in the analysis of individual people’s behavior online, this includes the sites they visit, surveys that they participate, the net hours spent online as well as the websites that these people visit online, this is the basic customer (Sinha, 2012 & Ranjit, 2005). According to Khosrow-Pour (2006, p.846), research has shown the importance of customer behavior online which shows the possibility of these customers purchasing goods online. Understanding people’s behavior online is thus important as it helps online businesses determine their customers and hence focus on them. This is because their behavior can be predicted As noted by Khosrow-Pour (2006, p.846), some factors which help in predicting customer behavior online includes; look for information about products, through emails, and working online at work frequently, read news online at home, number of hours (at home), number/ frequency of clicking online banners and general agreement that the internet increases productivity. As noted by Laudon & Traver 2001 quoted in Khosrow-Pour (2006, p.846) these are the most important customer profile which essentially explain their behavior online. Other important aspects include; the demographics of people accessing the internet, it is evident that some demographic groups based in income, age, lifestyle, and education have different internet usage (Rainie & Packel, 2001, quoted in Khosrow-Pour, 2006, p.846). Traditional media forms such as TV are competing with the internet for the attention of the consumer. As noted by Kornum & Bjerre (2005) website visit by customers depend on a number of factors, such factors include; the appearance of the website (if its appealing to the eye), the time it takes for the website to load, the color balance in the website, the use of key words typed by the searcher in the search engine, information contained in the website and how the information contained in the website is current. According to Khosrow-Pour (2006, p.846), a survey conducted revealed that income, education, communication, accessibility, distributions, convenience, experiential as well as channel knowledge are positively related to online buying behavior (Víctor, 2006). Gender is also a factor in online purchasing behavior, most male are more likely to purchase online as compared to the female gender. As noted by Fjermestad, Jerry & Romano (2006) an empirical study revealed that customer’s lifestyle and income are positively related to buying behavior in the internet. Consumers who are more prices oriented or time oriented and with relative more disposable income tend to shop online frequently (Bluschke, 2011 &McQueen, &Christina, 2002). Methodology The data collected in the research process provided fundamental framework in which the theoretical and conceptual framework was developed (Breitenbuch, 2004). The methodology adopted focused on collection of a number of research samples, the design of the research questions thus focused on short and clear questions which enabled the process to be faster and more reliable (Earl, 2010). Research overview This research was conducted using the provided questions as the guideline for the research process. A few modifications were made to the questions provided in order to avoid ambiguity and hence save time for the respondents (Fjermestad, Jerry & Romano, 2006). More so the modifications were done on the first part which particularly did not mention the word online at the end of the question. The rationale for the change was thus to increase question’s focus. In the overall sense, the first 14 questions focused the participants on their online experience and also aimed at analyzing their level of curiosity when trying new things (Jennifer, 2002). The second part, questions 15 to 34 focused mainly on the participants online experience. The questions were focused on the aims of the research and hence no modification was done on these questions. The questions were issued to participants physically and online, the feedback was handed in about a week, more than 60 recommended participants were involved in order to cover for the ones that failed to respond to the questionnaires (Springer, 2002). The data was then analyzed using SPSS version 18, and the output of the software used in results and data analysis Data Analysis & Results Results (Exhibits of the concluded research process) 1. I like to take a chance on new things Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 12.00 6.00 18.00 61.00 12.2000 5.11859 26.200 Valid N (listwise) 5 Most of the people who participated in the survey are more likely to try on new things, over 58 % of the participants will take chance. 2. Buying a new product online that has not yet been proven is usually a waste of time As evident from the finding above, most people disagree with the question and hence likely to purchase a product even if the product has not been proven yet. The table of the findings is as shown below; VAR00003 Agree Disagree Strongly agree strongly disagree uncertain / neutral Mean Mean Mean Mean Mean Findings 11.00 14.00 7.00 11.00 17.00 3. When I see a product somewhat different from the usual, I check it out Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 10.00 7.00 17.00 60.00 12.0000 3.74166 14.000 Valid N (listwise) 5 Most people are curious to check on a new product and will therefore take a chance as shown by those who strongly agree to the question. Over 20 participants are likely to take a chance on a new product. 4. I am often among the first people to try a new product Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 12.00 7.00 19.00 60.00 12.0000 5.56776 31.000 Valid N (listwise) 5 Majority of the people do not like or prefer to be among the first people to try out a new product. This is evident by the strong disagreement, 19 people responded with strong disagreement on this question 5. New products are usually gimmicks Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 4.00 10.00 14.00 60.00 12.0000 1.58114 2.500 Valid N (listwise) 5 This question attracted a more neutral response and hence showing more balanced response, about 50% of the people responded both positively and negatively to the question. 6. I like to try new and different things online Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 6.00 9.00 15.00 60.00 12.0000 2.54951 6.500 Valid N (listwise) 5 It is clear that most people will love to try new things online, this is elaborated by the fact that most people agreed to the statement and as well as strongly agreeing to it. 7. I am somewhat of an expert when it comes to shopping online Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 6.00 9.00 15.00 60.00 12.0000 2.12132 4.500 Valid N (listwise) 5 This question attracted a balanced response with the majority of the people responding in favor of either way, the majority of the people were however neutral to the question. 8. If I needed to purchase a new electrical good, I would buy the latest one available online Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 13.00 5.00 18.00 60.00 12.0000 5.33854 28.500 Valid N (listwise) 5 Most correspondents agreed to try new products online when given the chance of buying a new electronic. 9. I enjoy giving people tips on shopping online VAR00003 Agree Disagree Strongly agree strongly disagree uncertain / neutral Mean Mean Mean Mean Mean Findings 17.00 6.00 19.00 4.00 14.00 As evident from the research, majority of the people like giving shopping tips to their friends tips on better ways of shopping online or new store and products available online. 10. Overall, I like buying the latest products online Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 16.00 4.00 20.00 60.00 12.0000 7.10634 50.500 Valid N (listwise) 5 Majority of the people also like purchasing new products, 20 people making a 33.33% strongly agree to this question and hence making online stores their preferred searching place. 11. People think of me as a good source of shopping information Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 10.00 8.00 18.00 60.00 12.0000 4.06202 16.500 Valid N (listwise) 5 Majority of the respondents agree to the question and hence showing a larger number of them believing that they have stronger online shopping understanding. 12. When I see a new brand online, I often buy it because it is new Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 7.00 9.00 16.00 60.00 12.0000 3.08221 9.500 Valid N (listwise) 5 Most people who purchase online do not run for a new product but rather take their time to make a choice. 13. I like to experiment with new ways of doing things online Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 6.00 9.00 15.00 60.00 12.0000 2.82843 8.000 Valid N (listwise) 5 Most people agree to experiment on ways of doing things online, about 15 of the respondents agreed to this. 14. In the long run, the usual way of doing things is often the best Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 11.00 7.00 18.00 60.00 12.0000 4.41588 19.500 Valid N (listwise) 5 Most people do not agree to this fact, the usual way of doing things to them are not always the best way. 15. The site has a good reputation Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 30.00 2.00 32.00 60.00 12.0000 11.81101 139.500 Valid N (listwise) 5 Generally most people agree that the site that they shop in has a good reputation and hence the reason why the shop in them. 16. This website is trustworthy Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 14.00 7.00 21.00 60.00 12.0000 5.47723 30.000 Valid N (listwise) 5 Trust of the site also proved as a major reason why majority of the respondents shop in them. 21 people or 34 % agree to this. 17. The sites products are good economic value Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 26.00 3.00 29.00 60.00 12.0000 10.44031 109.000 Valid N (listwise) 5 Most people also agree to the economic benefit of the site and hence the reason why they shop in the site. 18. Overall, I am happy with the site’s prices Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 25.00 2.00 27.00 60.00 12.0000 9.79796 96.000 Valid N (listwise) 5 The sites prices was also a factor in their shopping habit, most people are confident that the site they shop in has better prices, 45 % of people agree to this. 19. The prices of the products I purchased from the site are too high, given the quality of the products Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 16.00 6.00 22.00 60.00 12.0000 6.32456 40.000 Valid N (listwise) 5 Most people did not agree to this fact, a strong disagreement of 36.6 % shows this fact. 20. I think the site is very entertaining Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 20.00 5.00 25.00 60.00 12.0000 7.68115 59.000 Valid N (listwise) 5 Overwhelming majority of people believe that the sites that they shop in are entertaining. 41.6 % agree to this while less than 10 % disagree. 21. The enthusiasm of the site is catching – it picks me up Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 19.00 4.00 23.00 60.00 12.0000 6.96419 48.500 Valid N (listwise) 5 38.3 % of the people agree to this statement and hence showing the significance of online shopping to visitors of the site. 22. The site doesn’t just sell products, it entertains me Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 21.00 5.00 26.00 60.00 12.0000 8.15475 66.500 Valid N (listwise) 5 The shopping sites have clearly entertained their uses as elaborated by the above statistical finding. 23. Shopping on the site “gets me away from it all” Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 18.00 6.00 24.00 60.00 12.0000 7.58288 57.500 Valid N (listwise) 5 The particular sites that the respondents shop in are catching and hence the rationale for their sustained shopping, 24 people agree to this. 24. Shopping on the site makes me feel like I am in another world Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 15.00 4.00 19.00 60.00 12.0000 6.36396 40.500 Valid N (listwise) 5 It is evident that the majority of the people have a positive feeling towards the siaes that they shop in 25. I get so involved when I shop on the site that I forget everything else Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 14.00 7.00 21.00 60.00 12.0000 5.38516 29.000 Valid N (listwise) 5 As evident 21 people agree to the fact that the shopping experience overwhelm them to an extent of forgetting other things. 26. The website makes it easy for me to build a relationship with this company Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 14.00 7.00 21.00 60.00 12.0000 5.74456 33.000 Valid N (listwise) 5 It is evident that the website connects the client with the website and hence improving shopping experience as the clients connect with the company positively. 27. I would like to visit this website again in the future Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 14.00 6.00 20.00 60.00 12.0000 5.47723 30.000 Valid N (listwise) 5 Most people are willing to visit the sites that they shop online in future. 28. Compared with other websites, I would rate this one as trustworthy Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 24.00 3.00 27.00 60.00 12.0000 9.48683 90.000 Valid N (listwise) 5 Most people will rate the sites that they shop in as trustworthy and hence the reason why the shop there. 29. The website will keep its promises and commitments Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 18.00 7.00 25.00 60.00 12.0000 7.41620 55.000 Valid N (listwise) 5 Most people agree that the website the website keeps its promises, 41.6 % of the people strongly agree to this statement. 30. I’m satisfied with the service provided by this website Most people are satisfied with the services of the website, 23 out of 60 agree to this while others strongly agree to this. Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 15.00 8.00 23.00 60.00 12.0000 6.24500 39.000 Valid N (listwise) 5 31. I feel comfortable in surfing the web site Descriptive Statistics N Range Minimum Maximum Sum Mean Std. Deviation Variance Findings 5 18.00 7.00 25.00 60.00 12.0000 7.41620 55.000 Valid N (listwise) 5 Majority of the people are comfortable surfing the website, this is evident by the above 50 % agreement with the question. 31. What is your age group? Majority of the respondents who took part on the survey are less than 33 years of age with a majority of them being between 22 to 25 as shown in the chart above. 33. Your occupation Majority of the participants were students and in management. 34. Gender More men were willing to participate in the survey as compared to women. Data analysis As evident from the results above, there is a positive trend in favor of online shopping experience, majority of the people who participate in the process like to try new things and experience new ways of doing things online. In essence, most people who shop online are confident to the fact that they have adequate information about online shopping and they are willing to share the information. This could be attributed to the growing trends in online purchasing. Figure 1 One-Sample Test Test Value = 0 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper Findings 3.290 4 .030 12.00000 1.8745 22.1255 As noted in the sample analysis above, a strong mean with correspondents of whether site entertained them reveals how essential the site is to their personal tests, beliefs and trust of the site, the upper and the lover 95 % confidence level of 22.12 and 1.87 proves this assertion. Most people online shop is sites that they are confident with and trust them, in fact majority of the correspondents agreed to trusting the site and having a new experience beyond a mere shopping experience. It can thus be confidently concluded that these sites entertain users and enhance their shopping experience. More so, majority of the people felt connected to the website and hence the company which operates the online shopping website (Keith, 2005). Other factors that could be attributed to increase online shopping includes, easy price comparison as compared to the traditional shopping method which demanded individuals to go from one point to another. Online business is on the growth phase, sites like amazon.com and ebay.com are examples of such sites. Another important aspect that fosters online shopping is the well developed platforms for shopping; most websites give users options of using different payment methods such as paypal, MasterCard, Maestro and Visa among others. All these solutions can also be interlinked and hence making the experience even better (Bidgoli, 2003). Limitations and caveats There are several limitations of the research, the findings as shown from the research demonstrated a trend of internet liking, the research however limited the questions to the relevance of the research and hence not including some aspects that could limit the research. Such limitations include internet fraud that has been rampant in the modern days (Liu, 2007). The correspondents were also limited; this is essentially because most of the participants were supplied with the questionnaires physically. This is a limitation because the response of most of them tended to be limited in terms of location. A more valid response ought to have included participants within the region and outside the region; this is because online trends like shopping is not limited to a given area. Another notable limitation is the fact that most of the participants were of a certain age group between 18 and 29 years because of their willingness to participate. This meant that majority of people who are more likely to shop online failed to participate (Benedetto &Paulo, 2001). Conclusions and recommendations Based on the findings of this research as shown in the result exhibit, a number of statistical analysis which incorporates both qualitative and quantitative analysis should be undertaken in the future (Kühn, 2010). The qualitative aspects lacked in this case and hence limiting the research in a way. A more balanced participant in terms of ages and income should be used in future; this will give a clear picture of the behavior of majority of the people online. More time should be given to this research in future; this also implies that more participants from within the region and outside the region should participate in order to improve the accuracy of the findings and consequently decrease uncertainty (Kothari, 2008). In conclusion, this research process has shown many positive aspects related to online shopping and hence “E-Trust”. Most of the participants in the process responded positively to online experience and even agreed that they are more likely to make purchases online in their preferred sites in the future. Some key aspects noted includes; the trustworthiness of the sites, participants knowledge and willingness to share knowledge about new shopping ways, willingness to purchase new products online, sites with good reputation attracted more people, additional value in the sites besides shopping increased the experience of the users, ability to compare prices and variety of products online encouraged more online shopping, and expanding rate of online business were the key factors attributed to the overall positive response in relation to online shopping. Reference List Benedetto,J &Paulo, F. (2001) Modern Sampling Theory: Mathematics and Applications. Switzerland :Birkhäuser. Bidgoli, H.(2003). The Internet Encyclopedia, Volume 1.New York, NY: John Wiley & Sons. Bluschke, N. (2011). Factors Influencing Consumers' Intention to Purchase Clothing Online. Michigan: GRIN Verlag. Breitenbuch, M.(2004). Online Food Shopping: Consumer perception and retailers market approach, contrasting the markets UK and Germany. New Jersy, NJ: GRIN Verlag. Earl, RB. (2010). The Practice of Social Research. Boston: Cengage Learning. Fjermestad, Jerry & Romano, N.C.(2006). Electronic Customer Relationship Management. Thousand Oaks: M.E. Sharpe. Jennifer Mason. (2002).Qualitative Researching. California: SAGE. Keith, P.(2005). Introduction to social research: quantitative and qualitative approaches. California: SAGE. Khosrow-Pour, M.(2006). Emerging Trends and Challenges in Information Technology Management: 2006 Information Resources Management Association International Conference, Washington, DC, USA, May 21-24, 2006, Volume 1. Melbourne: Idea Group Inc (IGI). P. 866. Kornum, N & Bjerre, M.(2005). Grocery E-commerce: Consumer Behaviour And Business Strategies. New York, NY: Edward Elgar Publishing. Kothari, CR. (2008). Research Methodology: Methods and Techniques. London: New Age International. Kühn, S.(2010). A Comparison of Online Shopping Behavior of American and German Consumers. New York, NY: GRIN Verlag. Liu, C. (2007). Modeling Consumer Adoption of the Internet As a Shopping Medium: An Integrated Perspective. Michigan: Cambria Press. McQueen, R &Christina, K. (2002). Research methods for social science: a practical introduction. New Jersey, NJ: Prentice Hall. Ranjit, K. (2005). Research Methodology: A Step-By-Step Guide for Beginners. New Delhi: SAGE. Sinha, J.(2012). Factors Affecting Online Shopping Behavior of Indian Consumers. New Delphi: BiblioBazaar. Springer, D.(2002). Buying on the Web? Isn't that dangerous? - Consumer Behaviour on Internet Shopping: Consumer Profiles, Decision Processes, Drivers and Barriers in the Virtual Environment. New York, NY: GRIN Verlag. Víctor, J.(2006). The Sage Dictionary Of Social Research Method. California: Pine Forge Press Appendix Questionnaire answers 1. I like to take a chance on new things Strongly agree 17 Agree 18 uncertain / neutral 10 Disagree 10 strongly disagree 6 2. Buying a new product that has not yet been proven is usually a waste of time Strongly agree 7 Agree 11 uncertain / neutral 17 Disagree 14 strongly disagree 11 3. When I see a product somewhat different from the usual, I check it out Strongly agree 17 Agree 14 uncertain / neutral 7 Disagree 11 strongly disagree 11 4. I am often among the first people to try a new product Strongly agree 7 Agree 9 uncertain / neutral 19 Disagree 17 strongly disagree 8 5. New products are usually gimmicks Strongly agree 11 Agree 12 uncertain / neutral 14 Disagree 13 strongly disagree 10 6. I like to try new and different things Strongly agree 12 Agree 15 uncertain / neutral 14 Disagree 9 strongly disagree 10 7. I am somewhat of an expert when it comes to shopping online Strongly agree 12 Agree 12 uncertain / neutral 15 Disagree 12 strongly disagree 9 8. If I needed to purchase a new electrical good, I would buy the latest one available Strongly agree 18 Agree 15 uncertain / neutral 14 Disagree 8 strongly disagree 5 9. I enjoy giving people tips on shopping Strongly agree 19 Agree 17 uncertain / neutral 14 Disagree 6 strongly disagree 4 10. Overall, I like buying the latest products Strongly agree 20 Agree 16 uncertain / neutral 15 Disagree 5 strongly disagree 4 11. People think of me as a good source of shopping information Strongly agree 18 Agree 11 uncertain / neutral 14 Disagree 8 strongly disagree 9 12. When I see a new brand, I often buy it because it is new Strongly agree 12 Agree 9 uncertain / neutral 9 Disagree 14 strongly disagree 16 13. I like to experiment with new ways of doing things Strongly agree 14 Agree 15 uncertain / neutral 13 Disagree 9 strongly disagree 9 14. In the long run, the usual way of doing things is often the best Strongly agree 10 Agree 15 uncertain / neutral 18 Disagree 10 strongly disagree 7 15. The site has a good reputation Strongly agree 12 Agree 32 uncertain / neutral 9 Disagree 5 strongly disagree 2 16. This website is trustworthy Strongly agree 10 Agree 21 uncertain / neutral 13 Disagree 9 strongly disagree 7 17. The sites products are good economic value Strongly agree 13 Agree 29 uncertain / neutral 11 Disagree 4 strongly disagree 3 18. Overall, I am happy with the site’s prices Strongly agree 11 Agree 27 uncertain / neutral 15 Disagree 5 strongly disagree 2 19. The prices of the products I purchased from the site are too high, given the quality of the products Strongly agree 8 Agree 10 uncertain / neutral 6 Disagree 22 strongly disagree 14 20. I think the site is very entertaining Strongly agree 9 Agree 25 uncertain / neutral 12 Disagree 9 strongly disagree 5 21. The enthusiasm of the site is catching – it picks me up Strongly agree 10 Agree 23 uncertain / neutral 10 Disagree 13 strongly disagree 4 22. The site doesn’t just sell products, it entertains me Strongly agree 8 Agree 26 uncertain / neutral 11 Disagree 10 strongly disagree 5 23. Shopping on the site “gets me away from it all” Strongly agree 7 Agree 24 uncertain / neutral 15 Disagree 8 strongly disagree 6 24. Shopping on the site makes me feel like I am in another world Strongly agree 9 Agree 18 uncertain / neutral 19 Disagree 10 strongly disagree 4 25. I get so involved when I shop on the site that I forget everything else Strongly agree 11 Agree 21 uncertain / neutral 12 Disagree 7 strongly disagree 9 26. The website makes it easy for me to build a relationship with this company Strongly agree 7 Agree 21 uncertain / neutral 13 Disagree 12 strongly disagree 7 27. I would like to visit this website again in the future Strongly agree 12 Agree 20 uncertain / neutral 14 Disagree 8 strongly disagree 6 28. Compared with other websites, I would rate this one as trustworthy Strongly agree 15 Agree 27 uncertain / neutral 9 Disagree 6 strongly disagree 3 29. The website will keep its promises and commitments Strongly agree 9 Agree 25 uncertain / neutral 8 Disagree 11 strongly disagree 7 30. I’m satisfied with the service provided by this website Strongly agree 8 Agree 23 uncertain / neutral 11 Disagree 9 strongly disagree 9 31. I feel comfortable in surfing the web site Strongly agree 11 Agree 25 uncertain / neutral 9 Disagree 8 strongly disagree 7 32. What is your age group? Under 18 3 18 – 21 14 22 – 25 15 26 – 29 13 30 – 33 8 34 – 37 3 38 – 41 2 42 – 45 1 Over 45 1 34. Your occupation Trade 6 Retail 10 Professional 9 Management 13 Education 5 Student 15 Other (Specify) 2 35. Your gender? Male 32 Female 28 Read More