|
| Category | Items | Mean |
|
| Human factor-miscellaneous | Convenience | 1. For shopping conveniently overall. | 3.55 |
| 2. Shopping at any time and location. | 4.05 |
| 8. Shopping with ease of use. | 3.92 |
| 24. Convenience in making payments online. | 3.97 |
| 28. Speedy shopping consuming less time. | 4.09 |
| 37. Conveniently searching for local businesses and suppliers in the nearby areas. | 3.48 |
| Enjoyment | 32. Joyful and pleasant shopping experience. | 3.30 |
| Habit | 27. For habitual/routine shopping. | 3.93 |
| Interface factors | 3. Having interactive features helping me in navigating. | 3.43 |
| 4. Shopping with a visually appealing interface. | 2.78 |
| 5. Shopping with a convenient screen. | 2.83 |
| 6. Shopping with a convenient input interface. | 3.17 |
| Product research | 7. Searching for products and product-related information online. | 2.69 |
| 9. Comparing various products in a category. | 2.39 |
| 16. Seeing pictures of products to shop for. | 2.62 |
| 17. Seeing animations/videos of products to shop for. | 2.49 |
| 33. Watching online advertisements related to products and services. | 2.39 |
| 36. Getting information related to brands and vendors. | 2.43 |
| Product related | 10. Shopping for expensive products. | 2.32 |
| 11. Shopping for high involvement and complex products. | 2.14 |
| 12. Shopping for customized products and services on the Internet. | 2.27 |
| 13. Shopping for a large variety of products. | 2.30 |
| 14. Shopping from international vendors/retailers. | 2.51 |
| Service related | 15. Getting postpurchase service after buying the product. | 2.86 |
| 21. Having communication with sellers. | 3.37 |
| 23. Safety in providing credit card numbers and other personal information. | 2.86 |
| 26. Personalizing my needs, saving my preferences, and offering me services based on these preferences. | 3.24 |
| Marketplaces | 22. Shopping from online marketplaces like Taobao. | 3.18 |
| 25. Participating in online auctions. | 2.77 |
| Online reviews | 18. Checking customer reviews and ratings for the desired products. | 2.93 |
| 19. Writing reviews regarding your purchased product. | 3.19 |
| Sharing content | 20. Sharing content related to products and brands. | 3.17 |
| 35. Sharing your shopping experience with your friends and family. | 3.65 |
| Autonomy | 29. Shopping with greater autonomy. | 3.02 |
| 30. Having better control over shopping activities. | 2.98 |
| 31. Being able to do other activities when shopping online. | 2.53 |
|
