Information Technology Reference
In-Depth Information
Table 2.1
Salient consumer values used for salient value similarity manipulation
Close
to A
Somewhat
close to A
Somewhat
close to B
Close
to B
Salient
consumer
value 1
A: Select
inexpensive
and economical
products
10.12
39.41
38.88
11.58
B: Select high-
quality
products even
though they
are expensive
Salient
consumer
value 2
A: Select best
products by
spending
considerable
time to ensure
full satisfaction
24.1
26.9
44.74
4.26
B: Select
satisfactory
products
without
spending
much
time on it
Percentage (%) of experimental survey subjects (N
¼
751)
(3
9), we solicited 180 respondents for a total of 1,620 survey subjects. The
distribution of salient consumer values was equal in each of the nine conditions.
That is, 25 % of respondents in each condition fell into each of the four
combinations of salient consumer values 1 and 2, with possible responses A or B.
The combinations were: (1) A, A; (2) A, B; (3) B, A; and (4) B, B.
3
¼
2.3.2 Experimental Survey and Manipulation Check
We conducted our experimental survey on February 10th and 11th 2009. The
procedures were conducted in four steps.
Step 1: Lead-in to the Scenario. The following text was presented to all subjects.
“You have a craving for crab after seeing on television that it is in season.
However, you've been very busy recently and don't have time to go to the store.
You decide to buy some crab from an online store instead. After browsing
around, you narrow down your choices to a number of stores selling snow
crab that you think you would be satisfied with in terms of price and taste.
One of the stores you are considering is shown on the next page. Please carefully
look over the information on this site before moving on to the next page.”
Step 2: Mock Site. The mock site of an e-commerce store that sells crab was
presented to all subjects.
3
The e-commerce site included pictures, price, brief
description about the quality of crabs, weight, pull date, and place of origin, all
of which are typical internal components of e-commerce sites selling crabs in
Japan.
Step 3: Presentation of Salient Consumer Values and Attributes of Previous Buyers.
The following text was presented to subjects based on salient consumer values
measured in the presurvey.
3
The mock e-commerce site shown to subjects is available from the authors upon request.
