For the purposes of this study, the following six major constructs are operationalized in current research: (1) logistic service quality (LSQ), (2) perceived value (VAL), (3) perceived sacrifice (SAC), (4) switching cost (SW), (5) customer satisfaction (SAT), and (6) behavioral intentions (BI). The measurement items (or scales) are totally adopted or partially modified according to the previous researches with respect to C2C e-commerce, retailing delivery, or online shopping at the auction market.
A five-point Likert-type response format ranging from “strongly agree (=5)” to
“strongly disagree (=1)” was used for all indicators in an effort to maximize respondent specificity. The measures used to assess the six constructs are presented in Table 3.1.
3.2.1 Logistic Service Quality
Logistic service quality is defined as a function of the gap between expected service and perceived service and has received considerable attention in the literature (e.g., Mentzer et al. 1989, Sharma et al. 1995, Bienstock et al. 1997). In order to measure online consumers‟ perceptions of LSQ, this study adopted Mentzer‟s (2001)
“process of LSQ”. As such, we used a 13-item service quality scale based on Mentzer et al. (1999) 9 dimensions of logistic service quality and Zeithaml et al. (2000, 2002) e-SERVQUAL scale (items 1-13 in Table 3.1). Similar scales are used by Collier and Bienstock (2006), Feng et al. (2007) and Feng and Huang (2003, 2006, and 2007).
These 13 measurement items are grouped into four frequently mentioned dimensions: (1) Timeliness, the timeliness of the RD‟s promises about product delivery; (2) Information quality, the elements of consumer‟s experiences at the RD Website including visual appeal, information availability and accuracy, functionality, and efficiency;(3) Convenience, the elements of consumer‟s experiences at franchise store (pick-up point) including the distance and the extent of franchise store; (4) Personnel contact quality, service attitude of service provider (contact person) at the franchise store.
3.2.2 Perceived Value
To measure consumers‟ value perceptions of online shopping, this study devised based on Zeithaml‟s (1988) “get versus give” definition. We used three appropriate indicators to measure value across the RD provider. The items are similar to that of Sweeney et al. (1996).
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3.2.3 Perceived Sacrifice
Sacrifice is defined as that which sacrifices both money and nonmonetary costs to acquire a service/product. This is consistent with the definitions of Zeithaml (1988), as well as the multidimensional conceptualizations offered in the literature (e.g., Zeithaml 1988, Bolton and Drew 1991). The construct was measured using items that express consumers‟ perceptions of the monetary prices and nonmonetary prices of obtaining and using a service. The items are similar to that of Collier et al. (2006).
3.2.4 Switching Cost
Switching cost is defined as the buyer‟s perceived costs of switching from the existing to a new RD provider. This is consistent with the definitions of Heide and Weiss (1995), thus, the multidimensional conceptualizations offered in the literature (e.g., Dick and Basu 1994, Burnham et al. 2003). The construct was measured using items that reflect various aspects including time, money, effort and risk to express consumers‟ perceptions of switching to another RD provider. The items are similar to that of Bansal, lrving, and Taylor (2004) and Lam, Shankar, and Murthy (2004).
3.2.5 Customer Satisfaction
SAT was devised in light of Oliver‟s (1996) “overall satisfaction” evaluation. In order to capture both the evaluative and emotion-based qualities of satisfaction (Oliver, 1989), we employed two kinds of satisfaction indicators: the evaluative satisfaction indicator and the emotion-based satisfaction measures.
3.2.6 Customer Behavioral Intention
The measure for BI is based on the work of Zeithaml et al. (1996). Their study applies several factors as outcomes of a positive and a negative service exchange. RD providers that deliver good service are suggested to have customers who are loyal, will recommend the service and say positive things about the provider are called
“loyalty intentions”. Similarly, the delivery in which the customers are not satisfied, customers who will say negative things, switch to another RD provider, complain to external agencies, and do less business with company are called “complain intentions”.
In assessing behavioral intentions, we used measures related to those factors.
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3.2.7 Information of Respondents
In this study, we are also interested the effects of different demographics of the respondents on key research variables. As a consequence, the questionnaire items pertaining to respondents are also contained in the last section of the entire questionnaire, and are categorized into the following seven facets.
1. Gender of the respondent 2. Age of the respondent
3. Marital condition of the respondent 4. Education level of the respondent
5. Disposable Income per month of the respondent 6. Occupation of the respondent
7. Resident area of the respondent
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Table 3.1 Measurements of Research Constructs
Construct Second-order Item Measurement Items Literature
Based
LSQ
SQ1 (Timeliness)
S9 You could look up the order status information on the
site at any time. Bierstock et al. S11 The tracking system is satisfactory.
S12 The delivery speed is satisfactory.
S13 Deliveries arrive on the date promised.
S14 The time between receiving an order and shipping to the franchise store is short. S7 The e-map information of the franchise store that this
RD provider's Web site contains is very accurate.
S8 This RD provider's Web site makes it easy to find what you need and is sample to use.
S10
This RD provider provides accurate information about when orders will be received by E-Mail or through phone message.
SQ3 (Convenience)
S1 This RD provider offers a wide franchise store, which
has my requirement. Bierstock et al.
(1997) S2 The near the franchise store is, the more I prefer.
SQ4
person would find the order readily.
SW ---
SW2 You would spend the extra expenses if I switched to a
new RD provider. Bansal et al.
(2004);
Lam et al.
(2004) SW3 You would spent a lot of effort to know the new
delivery system if I switched to a new RD provider.
SW4 You are not sure whether the new RD provider will provide a better delivery service.
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Table 3.2 Measurements of Research Constructs (cont.)
Construct Second-order Item Measurement Items Literature
Based
SAC ---
SAC1 This RD provider's charge is reasonable.
Zeithaml little waiting time between your actions and the Web site's response.
SAC3 The interface of this RD provider's Web site is easy to use.
VAL ---
VAL1 The overall value you get form this RD provider relative
to price is acceptable. Zeithaml
(1988);
Sweeney et al.
(1996).
VAL2 The delivery service of this RD provider is more worthwhile to use than other RD providers.
VAL3 The delivery service of this RD provider is valuable.
SAT ---
SAT1 Overall, you are satisfied with the service provided by this
RD provider. Oliver
SAT3 In general, this RD provider is very careful about the right of the consumer.
BI
Favorable
BI1 You will be loyal to this RD provider.
Parasuraman et al. (2005);
Zeithaml et al.
(1996);
BI2 You intend to do more business with this RD provider in the future.
BI3 You intend to use or purchase another service of this RD provider.
QSW3 Complain to this RD provider's employees if I experience a service-related problem.
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