Customer Perceptions of E-Commerce Hello. My name is ______________________________. I am a Marketing Research student at JSU.

May I take a few moments of your time to ask you some questions for a research project we are conducted? You may be assured that your responses will be completely anonymous. This study is being conducted in order to better understand why individuals, such as you, decide to make use of e-commerce, or the Internet, to purchase products. We hope the study will provide information that will help us to better assist prospective e-commerce customers in the future. Only a limited number of individuals are being surveyed; thus, YOUR opinions on these topics are very important to the success of the project. Your responses to this survey will remain COMPLETELY ANONYMOUS. individually-identified responses will NOT be provided to anyone. Your name and

Section 1: General Information About the Respondent 1. 2. 3. 4. 5. 6. 7. Gender Year of Birth You are a: Do you work full-time? Have you ever worked? 1. Female __________ 1. Full-time student 1. Yes 1. Yes 2. No 2. No ________________ 2. Part-time student 3. Other 2. Male

What is the total number of years that you have been in the workforce?

If you do work or have worked, what is/was your primary role in your most current job? 1. Management 2. Non-Management 3. Do not work / Havent worked If you do work or have worked, what is/was the industry in which you most currently worked? 1. Retail 2. Manufacturing 3. Construction 4. Financial 5. Services 6. Non-profit Education 7. Non-profit Non-Education 8. Other ___________________________________________________(please specify) Which of the following best describes your primary ethnic background? 1. African 2. Arabian 3. Asian/Pacific Islander 4. Caucasian 5. Latino 6. Native American/Alaskan Native 7. Mixed Ethnicity 8. Other __________________________________________________(please specify) What is the greatest amount you have ever spent on ONE good or service when purchasing online? 1. 2. 3. 4. 5. 6. 7. 8. 9. I have never bought any goods or services online $1 -- $ 100 $ 101 -- $ 200 $ 201 -- $ 300 $ 301 -- $ 400 $ 401 -- $ 500 $ 501 -- $ 1,000 $ 1,001 -- $ 10,000 More than $ 10,000

8.

9.

10.

Section 2: General Information About the Respondents Online Purchasing Activities I am now going to read you a list of typical online behaviors. There are no right or wrong behaviors; we simply are interested in the EXTENT to which you engage in each of the following. Utilizing the scale below (1 = Always, 2 = Mostly, 3 = Occasionally, 4 = Rarely, and 5 = Never) please describe how you generally shop online.
Always Mostly Occasionally Rarely Never

11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22.

I like purchasing goods and/or services online. Before making a purchase, whether online or in a retail store, I search for information about the product online. When on websites, I provide inaccurate information about myself in order to protect my privacy. I avoid particular websites because I feel they are likely to violate my privacy. Before I make an online purchase, I read the websites privacy policy. Before I provide information about myself online, I read the websites privacy policy. When I make online purchases, I look to see if the website has privacy seals of approval on its web page (TRUSTe, CPA Web Trust, BBBOnline, etc.) If I find a particular website to be difficult to navigate or purchase from, I avoid returning to it in the future. If a website does not have a privacy seal of approval, I do not purchase any products from that website. When I make an online purchase, I check to see if the transaction is secure (https) before I complete the transaction. To what extent have you experienced problems with e-commerce transactions in general?

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Please think of the e-commerce transaction that, initially, caused you the most concern or the greatest problem. From the list below, please indicate the outcome. Your actions The firms actions The outcome Informed the firm Informed the firm Informed the firm Informed the firm Informed the firm Informed the firm Never informed the firm Never informed the firm Never informed the firm Never informed the firm Problem resolved Problem resolved Problem resolved Still working to resolve Still working to resolve Still working to resolve Discovered & resolved it Discovered & resolved it Discovered & resolved it Never resolved Satisfied with the resolution Somewhat satisfied with the resolution Dissatisfied with the resolution Satisfied with the attempt Somewhat satisfied with the attempt Dissatisfied with the attempt Satisfied with the resolution Somewhat satisfied with the resolution Dissatisfied with the resolution

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

I have never engaged in online transactions While I have purchased online, I have never experienced a problem

Section 3: Perceptions of E-Commerce I am now going to read you a list of general statements. Each represents a commonly held opinion and there is no right or wrong answer. Utilizing the scale below (1 = Strongly Disagree...5 = Strongly Agree) please describe how you generally shop. You will probably disagree with some of the items and agree with others. We are interested in the EXTENT to which you disagree or agree with such matters of opinion.
Strongly Disagree Disagree Neutral Agree Strongly Agree

23. I have a clear picture in my mind of buying products online. 24. Buying products online is a difficult item to think about. 25. Buying products online is not the sort of thing that is easy to picture. I need more information about e-commerce in order to give myself a clear idea of what it is.

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26. The image of e-commerce comes to my mind right away. 27.

28. I generally trust other people. 29. I tend to count upon other people. 30. I generally have faith in humanity. 31. I feel that people are generally reliable. 32. I generally trust other people unless they give me reason not to. 33. 34 . E-commerce will meet my product & information buying needs without question. E-commerce websites offer me the technical attributes necessary for my product & information buying needs.

35. E-commerce will give me little trouble in use 36. I trust e-commerce. 37. E-commerce can do everything I want it to do. 38. I feel some anxiety when I start to buy products online. 39. 40 . 41 . 42. 43 . 44 . 45 . 46 . I prefer to have people handle my transactions than to purchase products online. Buying products online agitates me. I like that buying products online is so convenient. I think most people know how to buy products online better than I. I resent that e-commerce is becoming so prevalent in our daily lives. I feel comfortable buying products online. The Internet makes buying products easier. Thinking about buying products online makes me nervous.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

47 . 48 . 49 .

I feel more confident dealing with a human being in my transactions than buying the products online. E-commerce is intimidating. The Internet should not be used to handle peoples transactions.

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50. I am very likely to purchase products online in the future. 51. When I shop online, I buy things that I had not intended to purchase. When I see something that really interests me online, I buy it without considering the consequences. It is fun to buy products online spontaneously.

52. I am a person who makes unplanned purchases online. 53. 54 .

55. I avoid buying things online that are not on my shopping list. 56. 57. 58. 59. 60. 61. I plan to use online buying for the majority of my purchases in the future. When I shop online, I will not buy from a website unless I am familiar with the company that owns the website. When I shop online, I only buy those good or services that have a good reputation. I like shopping online because it saves me time compared to shopping in a traditional retail store. Shopping online allows me to save money compared to buying the same good or service in a traditional retail store. Shopping online is enjoyable because I do not have to interact with retail salespeople.

Be Absolutely Sure That You Thank the Respondent for His/Her Time!