消费者网上购物行为及动机

本研究的目的是为了了解中国消费者的网上购物行为以及动机。

收集有关的个人信息将被严格保密，所有的个人信息都将保存在仅用于本研究的研究资料， 它不会与他人分享同时本研究将是匿名的。
1. Gender (性别)
Female (女)
Male （男）
2. Age （年龄）
25 years old (25岁以下)
25-35 years old (25-35岁)
35-45 years old (35-45岁)
3. Education Level （受教育程度）
Middle school，中学及以下
High school 高中
Junior college 大专
Uundergraduate 本科
Master 研究生
PHD 博士
4. Average income per month (RMB) （平均月收入、人民币）
None 无
2000
2000-5000
5000-8000
> 8000
5. Online Shopping Experience （网购经验）
1 year
1-2 years
2-3 years
> 3 years
6. For me, the most important online shopping motivation is  对于我来说，最重要的网购动机是
Convenience (便利)
Lower price (便宜)
Various selections (选择面广)
Original services (基本服务)
Easy to access to information (容易获取信息)
Money is invisible (钱是无形的)

Consumer Responses 顾客反应

1. The web site layout pattern would influence my emotional responses, when I shopping online. (当我网购的时候，网站布局模式会影响我的情绪反应) ★ ★ ★ ★ ★
2. The web site atmospherics would influence my emotional responses, when I shopping online. (当我网购的时候，网站氛围会影响我的情绪反应) ★ ★ ★ ★ ★
3. The interface features would influence my emotional responses, when I shopping online. (当我网购的时候，界面特征会影响我的情绪反应) ★ ★ ★ ★ ★
4. Website design, store image would influence my emotional responses, when I shopping online. (当我网购时，网站设计，存储图像会影响我的情绪反应) ★ ★ ★ ★ ★
5. The colours are used on the website would influence my emotional responses, when I shopping online. (当我网购时，网站上使用的颜色会影响我的情绪反应) ★ ★ ★ ★ ★
6. Online special promotion would affect my mental responses, when I shopping online. (当我网购时，网络特殊促销，推广会影响我的心理/认知反应) ★ ★ ★ ★ ★
7. E-service would influence my mental responses, when I shopping online. (当我网购时，电子服务会影响我的心理/认知反应) ★ ★ ★ ★ ★
8. Perceived playfulness of online shopping would influence my mental responses, when I shopping online. (当我网购时，感知网上购物的乐趣会影响我的心理/认知反应) ★ ★ ★ ★ ★
Consumer Activity 顾客活动
1. Prior online purchase experience would influence my purchase intention. (网上购物经验会影响我的购买意愿) ★ ★ ★ ★ ★
2. Negative online customer reviews would influence my purchase decision. (差的顾客评语会影响我的购买意愿) ★ ★ ★ ★ ★
3. Positive online customer reviews would influence my purchase decision. (好的顾客评语会影响我的购买意愿) ★ ★ ★ ★ ★
4. Brand familiarity or website popularity would influence my purchase intention. (品牌熟悉或网站受欢迎程度会影响我的购买意愿) ★ ★ ★ ★ ★
5. Web security and reliability would influence my purchase intention. (网络安全性和可靠性会影响我的购买意愿) ★ ★ ★ ★ ★
6. Web customer service would influence my purchase intention. (网络顾客服务会影响我的购买意愿) ★ ★ ★ ★ ★
Product types would influence my purchase intentions. (产品种类会影响我的购买意愿) ★ ★ ★ ★ ★
7. The amount of product information would influence my purchase decision. (产品信息的数量会影响我的购买意愿) ★ ★ ★ ★ ★
8. Product types would influence my purchase intentions. (产品种类会影响我的购买意愿) ★ ★ ★ ★ ★

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