Measurement

All items in the questionnaire which were used to measure the constructs in the

study were modified from past studies except the test of knowledge about digital

camera. Each construct was measured by multiple items. this research used six-point

scale to measure perceived quality, four-point scale to measure self-esteem,

seven-point scale to measure elevation of mine for knowledge and ten multiple choice

questions to measure knowledge about the product.

3.4.1 Perceived Quality

The 5-item scale used to measure Perceived Quality was developed by Dodds et

al. (1991). Petrick (2002) developed scale which is external quality, reliability,

dependency and consistency to measure service quality. But his research mainly

aimed at service industry, this study still use the scale which was developed by Dodds

et al. s

Scale items:

1. In my mind, the product would be reliable (very degree to very disagree).

2. In my mind, the product should be good quality (very degree to very disagree).

3. In my mind, the product would be dependable (very degree to very disagree).

4. In my mind, the product would seem to be durable (very degree to very disagree).

5. The product would have better quality compare with other brand (very degree to

very disagree).

This scale was measured by seven-point in Pretest. It was become to be

measured by six-point in formal study. Because there were some people who indicate

that they have no common about the product, the study wants to find out the people

who have the opinion to the product. Then this research can get variation of perceived

quality between the first questionnaire and the second.

3.4.2 Self-Esteem

The scale was a ten-item Likert scale with item answered on a four point scale from

strongly agrees to strongly disagree. The original sample for which the scale was

developed consisted of 5,024 Senior High School from 10 randomly selected schools in

New York State. Then the scale became a target for sense of self-esteem which widely

used by different occupation for adults.

Scale items:

1. On the whole, I am satisfied with myself (strongly agree to strongly disagree).

2. At times, I think I am no good at all (strongly agree to strongly disagree).

3. I feel that I have a number of good qualities (strongly agree to strongly disagree).

4. I am able to do things as well as most other people (strongly agree to strongly

disagree).

5. I feel I do not have much to be proud of (strongly agree to strongly disagree).

6. I certainly feel useless at times (strongly agree to strongly disagree).

7. I feel that I’m a person of worth, at least on an equal plane with others (strongly

agree to strongly disagree).

8. I wish I could have more respect for myself (strongly agree to strongly disagree).

9. All in all, I am inclined to feel that I am a failure (strongly agree to strongly

disagree).

10. I take a positive attitude toward myself (strongly agree to strongly disagree).

3.4.3 Product Knowledge

The study divided the scale into two parts. First, it was an elevation of mind. In

part 1, Measures of the two dimensions of consumer knowledge were adapted from

Brucks (1985), Rao and Monroe (1988) and Bone(1995).

Scale Items:

1. I think that I have more understanding of digital camera as compared to the

average person’s (strongly agree to strongly disagree).

2. I consider myself that I have enough knowledge when it comes to digital camera

(strongly agree to strongly disagree).

3. The different of function for digital camera that I quite know (strongly agree to

strongly disagree).

4. On average, the frequency of using digital camera is very high (strongly agree to

strongly disagree).

5. Regarding digital in general, I consider myself extremely familiar (strongly agree

to strongly disagree).

6. I have ever bought the camera, or I have had it (strongly agree to strongly

disagree).

The six items used a Likert seven-point response format. It were standardized

and summed for the final measure.

In Part 2 of the knowledge scale, actual product knowledge was scored as the

total number of multiple choice questions that a participant answered correctly. Every

option had an “I don’t know” selection, which was coded as incorrect. The ten

questions are in search of BBS. The study has discussed the questions with the

expertise of digital camera. They all consider the level of knowledge about digital

camera could be discriminated by the questions

Questions:

1. The Shutter was quicker, the range of light is: (A) less (B) more (C) no influence

(D) I don’t know.

2. What the statement was true (A) the value of Aperture was bigger, the Aperture

was bigger - the light of entering was less (B) the value of Aperture was smaller,

the Aperture was bigger - the light of entering was more (C) the value of Aperture

was bigger, the Aperture was bigger - the light of entering was more (D) I don’t

know.

3. What was the ISO in the digital camera (A) Sensitivity (B) Aperture (C) Exposure

(D) I don’t know.

4. The ISO was higher; the noise in photo was (A) less (B) more (C) no influence (D)

I don’t know.

5. What was the EV in the digital camera (A) Aperture (B) Shutter (C) Exposure (D)

I don’t know.

6. What was the flower mode (A) Macro (B) long-range (C) Flash mode (D) I don’t

know.

7. What was the best match for Depth of field (A) value of Aperture was big; Zoom

Out (B) value of Shutter was big; Zoom In (C) value of the Aperture was small;

Zoom Out (D) I don’t know.

8. What was the GN? If the value was higher, the influence is? (A) Flash; better (B)

White balance; better (C) Exposure Compensation; better (D) I don’t know.

9. If I want to set manual mode, the adjustment of mode will turn to (A) M mode (B)

P mode (C) Auto adjustment mode (D) I don’t know.

10. What was the best effect for periscopic lens (A) F=28~140mm (B) F=35~105mm

(C) F=24~140mm (D) I don’t know. 2:00

3.4.4 Information actively sought by Receiver

The item were adapted from Bansal and Voyer(2000). But they mainly research

in WOM searching. The construct was measured by simply asking the participant to

indicate the degree to which he or she agreed with the statements. It was adjusted by

this study for the questionnaire.

Items:

1. If I want to buy the product, I would gather information from others (strongly

agree to strongly disagree).