1. How long is your experience of surfing online：□ under 1 year □ 1~3 years □ 3~5 years □ 5~7 years □ over 7 years
2. How much time do you spend on surfing online?
□ under 30 minutes □ 30~60 minutes □ 1~2 hours □ 2~3 hours □ over 3 hours 3. The probability that you would consider purchasing the product is
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 4. Your willingness to purchasing the product is
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 5. The probability that you would consider repurchasing the product is Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 6. Your willingness to repurchase the product is
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 7. In past 6 months, how many were you shopping online?
□ 0 time □ 1 time □ 2~3 times □ 4~5 times □ over 6 times 8. In past 6 months, how much were you shopping online?
□ under NT 1,000 dollars □ NT 1,001~2,000 dollars □ NT 2,001~3,000 dollars
□ NT 3,000~4,000 dollars □ NT 4,000~5,000 dollars □ over NT 5,000 dollars 9. Which categories of products or services are you shopping online? (multiple
choices):
□ Books □ Computers (software and hardware) □ Tickets for
airlines/railway/ship, etc □ Records/CDs/music □ News □ Flower Goods □ Cosmetic □ Clothing and accessory □ Stock exchange (online exchange) □ Travel, rent cars, order the room □ others
The second part: the consumers’ perceptions of consumer characteristic
1. When considering purchase online, I actively evaluate a large number of brands then when I shop in a traditional retail environment.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
2. When considering purchase online, I tend to tradeoff the strengths and weaknesses of brand before deciding how attractive the brand is.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
3. When considering purchase online, compared to traditional retail environment, I find it easier to identify and eliminate brands which are clearly inferior to others.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
4. When considering purchase online, I do an overall comparison of different brands before I decide which brand is my most preferred.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 5. When considering purchase online, I prefer to buy well-known brands.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
6. When considering purchase online, I am more price sensitive compared to that in a traditional retail environment.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 7. When considering purchasing online, I react more to sales promotions compared
to that in a traditional retail environment.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
8. When considering purchasing online, I do more brand price comparisons than in a traditional retail environment.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree The third part: the reasons for consumers to use Internet
1. Buying online lacks the feel of security.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 2. Surfing on Internet can let me forget the reality.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 3. I can decide whether open the Website.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 4. I can know the most new information on the Internet.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
5. Surfing on Internet has become one part of my life.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 6. I can search the useful information on the Internet.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 7. Shopping online can saving the cost of traffic. .
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 8. I can expand my interpersonal relationship online.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 9. I can’t expect the product completeness when buying online.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
10. Surfing on Internet can let me skip the trouble, temporarily not think the trouble.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 11. I can use Internet to save some money. (eg. Print the coupon.)
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 12. Surfing on Internet can let me feel good, relax my mood.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 13. Shopping on Internet can save time and feel convenient.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 14. According to personal like order the personal e-paper.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 15. Internet can help me to obtain some cheap or free information.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 16. I can use Internet to compare the product of price difference, and to find the
cheapest price.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
17. I think using the credit card to deal online is lack of security.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 18. Surfing on Internet can let me not feel lonely.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 19. I can learn knowledge of varied fields on the Internet.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 20. I can design personal homepage and using interface.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 21. I can use the Internet to deal in stock, and save the procedure fee.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 22. I can use the Internet to contact with my family or friends.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 23. Internet can help me to obtain mass of information easily and quickly.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 24. I like to buy online because there is no pressure from salespersons.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 25. I think when I fill out my personal information online, it would possible be
disclosed.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 26. I will date friends to surf on Internet.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 27. The goodwill of the online shop is a major concern for me when buying online.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 28. I can decide whether continue surfing the Website.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree
29. I often talk the information of the webs to friends.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree 30. I can decide when to surf on Internet and what to view.
Strongly Disagree □ 1 □ 2 □ 3 □ 4 □ 5 Strongly Agree The fourth part: basic information of respondents
1. Gender：□ Male □ Female
2. Age：□ under 14 years □ 15-20 years □ 21-25 years □ 26-30 years □ 31-35 years
□ 36-40 years □ over 41 years
3. Educational level： □ under junior high school □ senior high school □ university
□ graduate school
4. Occupation：□ students □ soldiers, public servants, teachers □ high technology staffs
□ general service industry □ finance service□ SOHO □ housewife
□ seeking job □ retirement □ others 5. How much is your average income a month:
□ under NT 15,000 dollars □ NT 15,001~30,000 dollars □ NT 30,001~45,000 dollars □ NT 45,001~60,000 dollars□ NT 60,001~75,000 dollars □ NT
75,001~90,000 dollars □ over NT90,001 dollars
6. How much is your average disposable income a month:
□ under NT 5,000 dollars □ NT 5,001~10,000 dollars □ NT 10,001~20,00 dollars
□ NT 20,001~30,000 dollars□ NT 30,001~40,000 dollars □ NT 4,001~50,000 dollars □ NT 50,001~60,000 dollars □ NT 60,001~70,000 dollars □ over NT70,001 dollars