3. Research design
3.4 Questionnaire design
This research used questionnaire survey. The type of questionnaire was a six-level structured questionnaire adapted from a five-level Likert scale and it ranged from 1 (strongly disapprove) to 6 (strongly approve). The objective of designing the six-point scale hoped that these repliers selected a certain tendency, rather than neutral. The contents of questionnaire were divided into five parts. The recourses of perceived service quality management came from Pearson et al. (1995) and Mar
Fuentes-Fuentes et al. (2004). The references of perceived corporate social responsibility concluded Pearson et al. (1995), Lockshin et al. (1997), Kim et al.
(2012), Pamfilie et al. (2012), Weber (2008) and Steltenpool & Verhoeven (2012).
The questions about image advertising were based on Lockshin et al. (1997), Nguyen
& Leblanc (2001), Kim et al. (2012) and Baskaran & Pragadeeswaran (2012). The questions about customer involvement were adapted to Lockshin et al. (1997), Hollebeek et al. (2007) and Chung et al. (2012). The last part was simple personal data, including gender, age group and academic degree. The questionnaire had a total of 47 questions.
The period of preliminary test was from October 10th, 2013 to October 16th, 2013.
On the stage of pre-test, this study pleaded with some classmates and neighbors to answer on the basis of their consuming experiences and to check whether these questions were proper or not. A total of 77 people were investigated, and 51
questionnaires were available. The reliability analysis was conducted by calculating the Cronbach alpha for each scale and the minimum criterion should meet 0.7 (Hair, Anderson, Tatham, & Black, 1998)(refer to Prajogo & Sohal, 2004). Jr, Black, Babin,
& Anderson (2009) also wrote in their book. Each statistical result was- perceived SQM: 0.865; perceived CSR: 0.823; IA: 0.819; CI: 0.745. In the aspect of
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Kaiser-Meyer-Olkin (KMO), Kaiser (1974) recommended a bare minimum of 0.5 and that values between 0.5 and 0.7 were mediocre, values between 0.7 and 0.8 were good, values between 0.8 and 0.9 were great and values above 0.9 were superb (Hutcheson
& Sofroniou, 1999)(refer to Field, 2009). The results of the construct validity were- perceived SQM: 0.782; perceived CSR: 0.686; IA: 0.749; CI: 0.622. According to the explanation about reliability and validity and data, these statistical results could certify the questionnaire was feasible.
As per two papers about customer involvement, Cheung and To (2011) used 349 usable samples in China, and Sanchez-Franco and Rondan-Cataluña (2010) collected 324 valid samples in Spain. Besides, according to the statistical result which was calculated by G-Power, this research had to collect 395 valid samples at least. The study intended to use Statistical Product and Service Solutions (SPSS) to preceed descriptive statistical analysis and regression analysis. Linear regression analysis was used to evaluate if there was the mediating effect of perceived corporate social responsibility or image advertising between perceived service quality management and customer involvement. And this paper judged whether the second hypothesis as well as the third hypothesis was accepted or not through regression analysis. Secondly, the formal testing was carried out from February 1st, 2014 to February 28th, 2014.
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Table 3-2
Questions of Perceived SQM construct Questions
Perceived Service Quality Management
1. I care whether the companies improve their service attitude or not.
2. I care whether the companies improves the service process or not, such as after-sales maintenance.
3. I care if the quality of products delivered is good or not.
4. I care servers’ service attitude.
5. I care if the quality of service process is good or not.
6. I am looking forward to the thing that the companies increase flexibility in meeting customers’ demands
7. I would observe the companies’ attitude when handling the crisis; for example, remove the illicit products off selves soon.
8. I think satisfying customers’ expectations is the most pivotal task of a firm.
9. I would notice whether the companies draw a lesson or not.
10. I hope that the companies can continuously innovate or improve all products or services.
11. I think the companies’ services should change as technology moves on; for instance, increasing new online purchasing channels.
Note. From Pearson et al. (1995) and Mar Fuentes-Fuentes et al. (2004)
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Table 3-3
Questions of Perceived CSR Constructs Questions
Perceived Corporate Social
Responsibility
1. I care whether the companies engage in the activities for public welfare or not.
2. I believe that corporate social responsibility can significantly improve quality of services or commodities.
3. I think that by performing corporate social responsibility the company can significantly update service quality.
4. I believe that complying with corporate social responsibility is attractive to customers.
5. I think that practicing corporate social responsibility is a good method for retaining customers.
6. I feel that the companies’ reputation is really attractive to customers.
7. Whether the companies disclose the information concerned of the product or not, it will influence my buying option.
8. The companies’ information of corporate social responsibility will impact my purchase intention to this company.
9. I doubt the message about corporate social responsibility from a merchant who had gone against corporate social responsibility.
Note. From Pearson et al. (1995), Lockshin et al. (1997), Kim et al. (2012), Pamfilie et al. (2012), Weber (2008) and Steltenpool & Verhoeven (2012)
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Table 3-4 Questions of IA
constructs Questions
Image Advertising
1. Marketing advertising excites me.
2. I enjoy the atmosphere of marketing advertising when I shop.
3. I would focus on the warning from advertisements.
4. I think image advertising is an efficient disseminating channel.
5. I think image advertising can induce me to purchase.
6. I think image advertising can speed the goods to be sold out.
7. I think image advertising can spread the companies’
recognition easily.
8. I think image advertising can affect my considerations of shopping.
9. Image advertising can draw my attention easily.
Note. From Lockshin et al. (1997), Nguyen & Leblanc (2001), Kim et al. (2012) and Baskaran & Pragadeeswaran (2012)
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Table 3-5 Questions of CI
constructs Questions
Customer Involvement
1. I like to compare pros and cons between different products.
2. I am very concerned about something I purchase.
3. Deciding which item to buy would be an important decision.
4. I would think about the meanings of corporate image and the influences to the society.
5. I spend much time searching the information concerned, and I care the quality of goods much more.
6. I spend much time searching the information concerned, but I do not care the discounts.
7. I spend much time searching the information concerned, and I care the country of origin.
8. I spend much time searching the information concerned, but I do not care how many goods I buy.
9. I spend much time searching the information concerned, but I can ignore the price.
10. I care about the credibility of spokesperson.
Note. From Lockshin et al. (1997), Hollebeek et al. (2007) and Chung et al. (2012)
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3.5 Research procedure
Figure 3-2 Stages of Research
Collect journals concerned and news
Observe customers'attitudes and behaviors
Design questionnaire and pilot study
Check the results of pilot study
Modify questionnaire
Formal administer
Multivariate analysis
Conclusion and suggestion
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