Information Technology Reference
In-Depth Information
11.2.2 Overview of Questionnaire
Our questionnaire is composed four sections. The first gathers information about
students' state of using ICT devices and Internet services. The questions deal with
the following topics.
• Possession of PC or mobile phone
• Duration of using Internet services on weekdays/weekends via PC/mobile phone
(excluding e-mail)
•
Internet services used
The second section gathers information about students' usage of online shops.
• Experience of using online shops: mainly from PC, mainly from mobile phone,
equally from both PC and mobile phone, or no experience
• Categories of goods that students have previously purchased or expect to
purchase from online shops (multiple answers accepted): “Book,” “CD,”
“DVD,” “Clothes,” “Accessories,” “Bag,” “Shoes,” “Watch,” “Miscellaneous
goods,” “Purse/wallet,” “Games,” “Foods/drinks,” “Cosmetics/perfume,”
“Sporting goods,” “Music,” “Instrument/score,” and “Others”
• Priorities of the advantages of online shopping (multiple answers accepted):
“Purchasing goods not sold at nearby physical shops,” “Shopping at home,”
“Price/cheapness,” “Large variety of items,” “Open 24 h,” “Referring reviews
and reputations,” “Purchasing at one's own pace,” “Delivery by other people,”
“Easy searching of goods,” “Easy comparison of goods,” “Rich information
about goods,” “Easy purchasing procedure,” “Rich information about other
goods,” “Availability of rare goods,” “Speedy purchasing,” “Acceptable waiting
time for delivery,” and “Others”
• Unattractiveness and anxieties regarding online shops (multiple answers
accepted): “We cannot confirm goods' quality or details before purchasing,”
“Risk of difference between goods' online appearance and that of actual goods,”
“Risk of receiving inferior goods,” “Annoying advertisements after purchasing,”
“Risk of personal information theft,” “Risk of nondelivery of purchased goods,”
“Difficulty in canceling purchase orders,” “Too long from purchase to delivery,”
“Complex purchasing procedure,” “No supply of goods in stock at many online
shops,” “Too many items to recognize what I want,” and “Others”
Because our research focused on online shops that sell goods, we eliminated
online shops that sell services such as online reservations or music downloads. We
referred to JADMA's research (The Japan Direct Marketing Association
2010
) for
selecting each option, and we transformed options so that they were appropriate for
high school and university students.
Third section gathers data about students' perceptions of online shops, using
conjoint analysis.
