Information Technology Reference
In-Depth Information
“According to “goo Research,” a survey of previous buyers indicates that this
shopping site is used mostly by [attribute 1 (sex)] in their [attribute 2 (age
group)] who [salient consumer value 1]. Recently it has also become popular
among people who [salient consumer value 2].”
Subjects assigned to the similar attribute condition were informed that many
previous buyers were of the same age group and sex as themselves. Subjects
assigned to the dissimilar attribute condition were informed that many previous
buyers were over 30 years of age and of the opposite sex. Those assigned to the
similar salient consumer value condition were informed that many previous
buyers shared two of the respondent's salient values measured in the presurvey.
In the dissimilar salient consumer value condition, subjects were informed that
many previous buyers endorsed values opposed to those that the subjects had
indicated in the presurvey. For example, to women in their 20s who answered A
for salient consumer value 1 and A for value 2 in the presurvey and were
assigned to the similar attributes and salient consumer values condition, we
presented the following information about previous buyers.
“According to “goo Research,” a survey of previous buyers indicates that this
store is used mostly by women in their 20s who select inexpensive and econom-
ical products. Recently it has also become popular among people who select the
best products by spending considerable time to ensure full satisfaction.” (Similar
attributes and similar salient consumer values condition)
To men in their 30s who answered B for salient consumer value 1 and A for
value 2 in the presurvey assigned to the dissimilar attributes and dissimilar
salient consumer values condition, we presented the following information
about previous buyers.
“According to “goo Research,” a survey of previous buyers indicates that this
store site is used mostly by women in their 60s who select inexpensive and
economical products. Recently it has also become popular among people who
select satisfactory products without spending much time.” (Dissimilar attributes
and dissimilar salient consumer values condition)
Subjects assigned to the no-attributes condition were only given information
on the salient consumer values of previous buyers. Those in the no salient
consumer values condition were only provided with information on the attributes
of previous buyers. Subjects with neither attributes nor salient consumer values
were not provided with any information about previous buyers. Finally, for
purposes of checking the manipulation, we calculated the total amount of time
spent by each subject on steps 2 and 3.
Step 4: Measurement of Dependent Variables and Manipulation Check. After
reviewing the survey results of previous buyers, each of the dependent
variables belowweremeasured. Please refer to the
Appendix
for the scale items.
1. Perceived store trustworthiness
We used six of the seven items from the store trustworthiness scale
(Jarvenpaa et al.
1999
)(
0.73).
2. Perceived benevolence, integrity, and competence
a
¼
