Description Statistics

The total questionnaires of this research was distributed a total of 323 questionnaires, which spent about one month from September 16 to October 4, 2015. And 246 copies are collected online and 62 were collected by hard copy. After subtracting those copies of outlier, the valid questionnaires is 308. So the validity rate of 95% was showed. In order to execute more accurate hypothesis test, 300 sample or above is collected. Figure 4.1 shows the ratio and Table 4.1 shows the overall descriptive statistics for the valid sample.

Table 4.1: Overall Descriptive Statistics for the Valid Samples

Valid sample= 308

Information Frequency Percentage

Gender Male 128 41.60%

Female 180 58.40%

Age below 25 223 72.40%

26-45 76 24.70%

over 46 9 2.90%

Disposable below 5,000 79 25.60%

income(TWD) 5,001-10,000 94 30.60%

(monthly) 10,001-15,000 50 16.20%

15,001-20,000 21 6.80%

20,001 or above 64 20.80%

Credit card Yes 140 45.50%

No 168 54.50%

Consumption less than 3 years 102 33.10%

experience 3-5 years 84 27.30%

6-8 years 87 28.20%

9-11 years 3 1.00%

over 11 years 32 10.40%

Frequency less than 3 times 241 78.20%

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(annually) 3-5 times 54 1.75%

6-8 times 7 2.30%

8-10 times 2 0.60%

over 11 times 4 1.30%

Spending (TWD) less than 1,000 47 15.30%

1,001-5,000 71 23.10%

5,001-10,000 80 26.00%

10,001-15,000 51 16.60%

over 15,000 59 19.20%

Brand Siemens 2 0.40%

(choice of 2) Sampo 8 1.60%

LG 13 2.61%

Toshiba 25 5.01%

Philips 39 7.82%

Panasonic 65 13.03%

Sony 92 18.44%

Samsung 109 21.84%

Others 146 29.26%

Accessories CD/DVD player 6 0.77%

(choice of 3) Others 12 1.54%

MP3 17 2.18%

TV 20 2.56%

Home Appliance 49 6.27%

USB flash drive 55 7.04%

Camera 58 7.43%

Tablet 61 7.81%

Kitchen Appliance 71 9.09%

Computer accessories 86 11.01%

Personal computer/laptop 126 16.13%

Smartphone 220 28.17%

After conducted these sample in SPSS 20, it discovers that the respondents of female in ratio have 58.40% while the respondents of male merely have 41.60% in the total sample.

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As we know, the more equal division of them, the better result will be showed. Although there is 8.4% gap between them, the study considered that it is not unacceptable to proceed with the data analysis. Moreover, the age distribution in this study has a high tendency towards the group of age which is below 25. This group contains 72.40%, aged 26-45 contains 24.70% and the last group of age over 46 only contains 2.90%. The reason can be caused by online questionnaire distribution channel which has already mentioned.

Nonetheless, their monthly disposable income only have 25.60% who are below 5,000NT.

And the highest rate is 30.60% that drops in the range of 5,001 to 10,000NT and the rest are above 10,000. This result shows most of their disposable income are more than 5,000NT. In addition to the credit card user, 45.5% of their main consumption method use credit card and the other no use.

In the range of consumption experience, only 11.40% buy the electronic goods over 9 years and the others are equally spread least than 9 years. This illustrates that their demand for electronic product is increasing from the past 9 years. On the other hand, most of respondents said they bought electronic product less than 3 times in the last year. It is over half of the total amount and the rate was 78.20%. This account most of them is low frequency on purchasing electronic product within a year, it is probable caused by the feature of the product. At the range of spending on electronic product, the highest percentage fell in 5001 to 10,000NT and the second is 1,001 to 5,000 NT which the rate is 26.00% and 23.10%.

With this result, most of them are willing to pay more than 1,000 NT on an electronic product. Due to some electronic product with high-end brand, more expensive than others and multifunctional, there are 19.20% of respondents who are willing to pay over 15,000NT.

Moreover, subjects are required to choose a maximum amount of two brands base on their preference. In the nine category, others becomes the most choices. It follows by Samsung and Sony. 21.84, 18.44% and 13.03% are the rate of them. Over 140 of respondents choose others because there are a lot brand choices other than the 8 brand for electronic product.

Besides that, Samsung provides a various type and different price level of electronic product let it get the most vote of these 8 brand from the respondents. And also, the numbers of vote of these brand are gradually increasing which can be seen as a competitive electronic product industry. Figure 4-1 shows vote of brand preferences with numbers.

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Figure 4-1: Brand preference for the respondents

After choosing the brand preference, they need to choose three accessories which often purchase. The first category is Smartphone and the rate is 28.17%. Coming with personal computer and laptop is 16.13% while the third is computer accessories. This makes sense of higher vote for personal computer and laptop that have higher vote for computer accessories.

There is also an interesting sight that shows that the last category is CD/DVD player, accounting for 0.77% which has only 6 votes for it. This accounts the use of CD/DVD player is getting least and least contrast to smartphone which has over 200 votes from the subjects.

A graph of accessories preferences is shown in Figure 4-2 with numbers.

Figure 4-2: Accessories preference for the respondents

From the following Table 4.2 to 4.5, those questions designed with seven levels of Likert scale for this study to find out the mean and standard deviation of the variables. Of which, 1 means totally disagree; level 4 describes as moderate and level 7 presents totally agree. According to the description, higher score is chosen in the statement that will be

0 20 40 60 80 100 120 140 160

Siemens Sampo LG Toshiba Philips Panasonic Sony Samsung Others

0 50 100 150 200 250

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higher perceived agreement.

In view of the Table 4.2, attitudes value of IV5 presents the highest mean of 5.718 among other factors. It points out that the subjects highly agree with the statement about life will be changed to more convenient after purchasing a consumer electronic product. Falling in the number two spot is usability of FV11 with 5.542 mean. Social value of EV1 gets the lowest mean between them.

Table 4.2: Mean and Standard Deviation for Independent Variables Independent

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Usability FV10 5.221 1.171

5.200 1.198

FV11 5.542 1.190

FV12 4.838 1.232

And also, component average of satisfaction and online repurchase, 4.973 and 4.083, are over number of 4. This means the subjects satisfy with the electronic product and willing to online repurchase them. Table 4.3 will be showed the result of mean and standard deviation for dependent variables.

Table 4.3: Mean and Standard Deviation for Dependent Variables

Variables Factors Items Mean Standard

Deviation

Green information visibility as a mediator has 4.023 component average and 1.352 component standard deviation in Table 4.4.

Table 4.4: Mean and Standard Deviation for Mediator

Variables Factors Items Mean Standard

Deviation

The study combined the epistemic value and attitudes value into internal value; social value, educational value and culture value into external value; price, quality, attribute and

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usability into functional value for a brief result of these independent variables’ mean and standard deviation. Among them, the highest mean is internal value, in the same time, the highest standard deviation is external value. With the number 4.91 and 1.45 present in Tables 4.5.

Table 4.5: Mean and Standard Deviation for Combined Independent Variables

Independent Variables Mean Standard Deviation

Internal value 4.91 1.33

External value 4.06 1.45

Functional value 4.66 1.24