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effective samples from different online consumers in Taiwan of all ages and genders for this study.
3.2 Data Collection
There were five major parts in the online questionnaire of the study: “Usage Confirmation of the Shopee Taiwan App,” “User’s Experience with the Shopee Taiwan App,” “User’s Attitude and Intention for Using the Shopee Taiwan App,” “Usage Behavior on the Shopee Taiwan App,” and “Basic Information of the Participant.” In general, it took the participants about 10 minutes to finish the survey. The beginning part of the questionnaire were two simple Yes or No questions. The first one was to make sure that the participants have visited the Shopee Taiwan app in 2019. The form would be handed in automatically if the participants do not fit the requirement. And the second question was to know whether the participants had visited the same shopping app before 2019 so that the study could analyze the difference after the sampling was completed.
The questions in the second part were to see the degrees of perceived information, entertainment, social identification, and self-presentation that the consumers had experienced with different social marketplace features, including subscriptions, chats, posts, games, quizzes, and live streams, on the e-commerce app. And the six social marketplace features mentioned above would be examine separately. First of all, the participants would state out if they recognize and have used the specific feature or not after seeing a screenshot picture and reading a short description of the feature. Secondly,
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as mentioned in the literature review above, the two types of perceived entertainment would be classified as the entertainment perceived from browsing and shopping in the app and the entertainment perceived from the additional function itself on the app (Kim et al., 2007). Third, the gratification of information seeking would also be categorize into two kinds which are the quality of information and the quantity of information on the app (Alba et al., 1997). Forth, there were three categories in the part of gratifications of social identification: self-categorization as in cognitive social identity, commitment to the group as in affective social identity, and group self-esteem as in evaluative social identity (Ellemers et al., 1999). Last but not least, self-identification could also be measured with two types of strategies which are the ingratiation strategy for the need to be liked and the competence strategy for the need to be seen as skilled (Dominick, 1999). The questions and their references in this section are listed in Table 1 displayed below. In addition, the participants would be asked to present their answers with the five-point Likert scale which includes “one point” as strongly disagree, “two points” as disagree, “three points” as neural, “four points” as agree, and “five points” as strongly agree.
Tab. 1. Questions in Section Two
Category Item Sources
Information
The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making the useful information on Shopee app available
Adapted from Luo (2002); Zhang et al.
(2016); Zamzuri et al.
(2018)
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large volumes of information on ShopeeEntertainment streams) on Shopee app is fun
Social
Identification
The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making myself identify with others members of Shopee app
Adapted from
Ellemers et al. (1999);
Pentina et al. (2008) The feature of subscriptions (or chats,
posts, games, quizzes, and live streams) contributes in making Shopee app member an important reflection of who I am The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making myself feel good about me being a member of Shopee app
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contributes in making myself seem likable with the using of Shopee app contributes in making myself seem skillful with the using of Shopee appThe next part would be to find out the continuance usage intention, the extent of confirmation, and the degree of satisfaction of the participants. In this study, the continuance usage intention represented users’ stickiness which included the frequency and the total amount of time spent on the app. To be more specific, the questions and their references in part three were listed in Table 2 presented below.
Tab. 2. Questions in Section Three
Category Item Sources
Continuance Intention
I intend to use Shopee app more frequently
in the future Adapted from
Bhattacherjee (2001);
Oghuma et al. (2016);
Hsu et al. (2016) I predict I will use Shopee app more
frequently in the future
I intend to spend more time on Shopee app in the future
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I predict I will spend more time Shopee app in the future
Satisfaction
I am satisfied with the overall experience of Shopee app
Adapted from
Bhattacherjee (2001);
Lee (2010); Oghuma et al. (2016);
I am pleased with the overall experience of Shopee app
I am contented with the overall experience of Shopee app
I am delighted with the overall experience of Shopee app
Confirmation
My experience with using Shopee app was better than what I expected
Adapted from
Bhattacherjee (2001);
Lin (2005) The service level provided by Shopee app
was better than what I expected
Overall, most of my expectations of using Shopee app were confirmed
Furthermore, the forth part would be to understand the participants’ different usage behavior on the Shopee Taiwan app. The subjects in this section would include the period of time that consumers have been using the app, the frequency of usage per day, week, or month in 2019, and the total amount of time they averagely spent on the shopping app on the day they payed visits. In this part, the answering area would be presented with options for participants to check. And the last part of this online
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questionnaire would ask the participants to fill in their basic information such as the genders, the years when they were born, marital statuses, educational backgrounds, the average amount of money they spend on the Shopee Taiwan app every month, their usual spending habits, and also their emails (optional) for contact if winning the gift certificate lottery. In addition, some of the questions and choices above were adjusted to more suitable and comprehensible in Mandarin after running a pretest with 10 people of various educational backgrounds and different usage habits of the Shopee Taiwan app.