Young Consumers’ Usability Preferences for Mobile and Computer Screens for Online Shopping Activities

Table 2

ANOVA.

1. For shopping conveniently overall.					18. Shopping from international vendors/retailers.
	Mean	Variance		value		Mean	Variance		value
210	3.55	1.137	16.818172	<0.001	211	2.51	1.160296	16.293813	<0.001
2. Shopping at any time and location.					19. Getting postpurchase services.
	Mean	Variance		value		Mean	Variance		value
213	4.05	1.173	20.256178	<0.001	213	2.86	1.075130	2.826874	0.094178
3. Having interactive features helping me in navigating.					20. Seeing pictures of products to shop for.
	Mean	Variance		value		Mean	Variance		value
212	3.42	1.254260	10.995814	<0.05	213	2.62	1.103068	15.225144	<0.001
4. Shopping with a convenient screen.					21. Seeing animation/video of products to shop for.
	Mean	Variance		value		Mean	Variance		value
213	2.83	1.367708	0.674555	0.412395	213	2.49	1.071147	24.906630	<0.001
5. Shopping with a convenient input interface.					22. Checking customer reviews and ratings for the desired products.
	Mean	Variance		value		Mean	Variance		value
213	3.17	1.214249	1.922855	0.167006	213	2.93	1.115803	0.607843	0.436475
6. Searching for products and product-related information online.					23. Writing reviews regarding your purchased product.
	Mean	Variance		value		Mean	Variance		value
213	2.69	1.131765	10.658052	<0.05	213	3.19	1.073893	5.146746	<0.05
7. Shopping with ease of use.					24. Sharing content related to products and brands.
	Mean	Variance		value		Mean	Variance		value
213	2.39	1.117716	19.955366	<0.001	213	3.17	1.155836	1.771012	0.184700
8. Shopping for expensive products.					25. Having communication with the seller.
	Mean	Variance		value		Mean	Variance		value
212	2.32	1.057193	49.293848	<0.001	212	3.37	1.093936	15.752339	<0.001
9. Shopping for high involvement and complex products.					26. Shopping from online marketplaces like Taobao.
	Mean	Variance		value		Mean	Variance		value
212	2.14	1.029781	39.233777	<0.001	211	3.18	1.103655	3.659864	0.057105
10. Shopping for customized products and services on the Internet.					27. Safety in providing credit card number and other personal information.
	Mean	Variance		value		Mean	Variance		value
211	2.27	1.071575	40.525161	<0.001	211	2.86	1.129127	2.053367	0.153364
11. Shopping for a large variety of products.					28. Convenience in making payments online.
	Mean	Variance		value		Mean	Variance		value
212	2.30	1.050117	36.483503	<0.001	212	3.97	1.041255	47.102627	<0.001
12. Participating in online auctions.					29. Being able to do other activities while shopping.
	Mean	Variance		value		Mean	Variance		value
206	2.77	1.152466	3.686532	0.056248	211	2.53	1.384523	4.908534	<0.05
13. Personalizing my needs, saving my preferences, and offering me services based on these preferences.					30. Joyful and pleasant shopping experience.
	Mean	Variance		value		Mean	Variance		value
209	3.24	1.047062	7.408592	<0.05	212	3.30	0.964484	21.685934	<0.001
14. For habitual/routine shopping.					31. Watching online advertisements related to products and services.
	Mean	Variance		value		Mean	Variance		value
211	3.93	1.101485	21.956729	<0.001	208	2.39	1.006436	27.626633	<0.001
15. Speedy shopping consuming less time.					32. Sharing your shopping experience with your friends and family.
	Mean	Variance		value		Mean	Variance		value
212	4.09	1.086970	20.268397	<0.001	212	3.65	1.026127	38.791163	<0.001
16. Shopping with greater autonomy.					33. Getting information related to brands and vendors.
	Mean	Variance		value		Mean	Variance		value
211	3.02	1.016252	0.119789	0.729612	212	2.43	0.993046	41.309949	<0.001
17. Having better control over shopping activities.					34. Searching for local business and suppliers in the nearby areas.
	Mean	Variance		value		Mean	Variance		value
209	2.98	1.273358	0.025296	0.873785	198	3.48	1.129787	15.434529	<0.001