CHAPTER 6 EVALUATION
6.3 E XPERIMENT 1
6.3.1 Design and Objective of Experiment 1
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
68
Assumption 2: Each of the provided anchor’s mean of its adjustment indexes must be equal so we can use adjustment index to do the comparison (賴怡君, 2004).
6.3 Experiment 1
6.3.1 Design and Objective of Experiment 1
In Experiment 1, we try to do a survey as a pre-test in order to:
(1) Find out adjustment index result from what kind of provided anchors has the similar variance and mean so that we can use adjustment index as fair and valid measurement of anchoring effect. We propose this objective to match the assumption 2 and proposition 5.
1. Also, we want to justify whether the preference of service attributes would affect the level of the anchoring effect. This objective is for proposition 4.
We use a questionnaire to collect data and there are three parts in the questionnaire:
1. Service type:
First, we set an environment for the questionnaire. The core of the environment’s setting is to assign a specific service as the theme and to define several attributes that compose the service. The illustration of the environment will be stated in the beginning of the questionnaire.
2. Likert scale questions for preference of service attributes:
The second part is a set of questions using Likert scale in order to know the subjects’ preference of service attributes. We assign a service attribute to
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
69
each question and use it to ask the subjects that does the quality of the attribute would affect their intention to use the service.
3. Anchor questions:
The last part is a set of anchor questions. We assign a service attribute to each question with a numeric value as the provided anchor. We ask the subjects if the provided anchor represents the quality of the service attribute, how much the increase of the quality would make them have more willingness to use the service.
Two types of service are set in this experiment and each of them has eight service attributes with values. The first service is an E-shopping service and the other one is online music service. We also classified these attributes into three categories:
1. The attributes with the countable value such as money, time, etc. and there’s a limitation for the adjustment of the value. For example, shipping fee can be measured by dollars and its value can’t be less than zero.
2. The attributes with the countable value and there’s no limitation for the adjustment of the value. For example, the amount of products is countable and its value can increase without limitation.
3. The attributes with the uncountable value so we have to using the virtual measurement such as scores to measure it. And there’s a limitation for the adjustment of the value. For example, we can say we give the quality of ease of use 90 points, and the range for the points is 1-100.
The following Table 6.3.1 and Table 6.3.2 show the details of the attributes.
Table 6.3.3 and Table 6.3.4 show the questions built by the service attributes and their values.
‧
Table 6.3.1 The Attributes of E-shopping service
Service type Service attribute Value of the attribute Category
E-shopping service
Shipping fee
Current value $100 per order
1
Limit Lower bound = 0
Delivery time
Current value average 72 hours
1
Current value 52 times per year
2
Limit None
Security of personal data
Current value 1 point
2
Limit Upper bound = 100
Convenience of refund
Current value 1 point
3
Limit Upper bound = 100
Ease of use of Web UI
Current value 1 point
3
Limit Upper bound = 100
Ease of use of operation
Current value 1 point
3
Limit Upper bound = 100
‧
Table 6.3.2 The Attributes of Online Music Service
Service type Service attribute Value of the attribute Category
Online music service
Monthly fee
Current value $149 per month
1
Limit Lower bound = 0
Annual fee
Current value $1490 per year
1
Current value 30 days
2
Limit None
Amount of authorized mobile devices
Current value 3 per account
2
Limit None
Ease of use of UI
Current value 1 point
3
Limit Upper bound = 100
Update speed of new songs
Current value 1 point
3
Limit Upper bound = 100
Ease of sharing through social network
Current value 1 point
3
Limit Upper bound = 100
‧
Table 6.3.3 The Question List of E-shopping service
Service type Service attribute Questions
E-shopping service
Shipping fee
Likert scale Does the amount of shipping fee will affect your willingness to use the e-shopping service?
Anchor The shipping fee is $100 per order now. How much does it reduce to will make you have more willingness to use the service?
Delivery time
Likert scale Does the delivery time will affect your willingness to use the e-shopping service?
Anchor The delivery time is average 72 hours now. How much does it reduce to will make you have more willingness to use the service?
Amount of goods
Likert scale Does the amount of goods will affect your willingness to use the e-shopping service?
Anchor The amount of goods is 100000 now. How much does it increase to will make you have more willingness to use the service?
Frequency of promotion
activities
Likert scale Does the frequency of promotion activities will affect your willingness to use the e-shopping service?
Anchor The frequency of promotion activities is 52 times per year now. How much does it increase to will make you have more willingness to use the service?
Security of personal data
Likert scale Does security of personal data will affect your willingness to use the e-shopping service?
Anchor The level of security of personal data is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
Convenience of refund
Likert scale Does convenience of refund will affect your willingness to use the e-shopping service?
Anchor The level of convenience of refund is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
Ease of use of Web UI
Likert scale Does ease of use of Web UI will affect your willingness to use the e-shopping service?
Anchor The level of ease of use of Web UI is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
Ease of use of operation
Likert scale Does ease of use of operation will affect your willingness to use the e-shopping service?
Anchor The level of ease of use of operation is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
‧
Table 6.3.4 The Question List of Online Music Service
Service type Service attribute Questions
Online music service
Monthly fee
Likert scale Does the amount of monthly fee will affect your willingness to use the online music service?
Anchor The monthly fee is $149 per month now. How much does it reduce to will make you have more willingness to use the service?
Annual fee
Likert scale Does the amount of annual fee will affect your willingness to use the online music service?
Anchor The annual fee is $1490 per year now. How much does it reduce to will make you have more willingness to use the service?
Amount of songs
Likert scale Does the amount of songs will affect your willingness to use the online music service?
Anchor The amount of songs is 1000000 now. How much does it increase to will make you have more willingness to use the service?
Days of free trial
Likert scale Does the amount of days of free trial will affect your willingness to use the online music service?
Anchor The days of free trial are 30days now. How much does it increase to will make you have more willingness to use the service?
Amount of authorized mobile
devices
Likert scale Does the amount of authorized mobile devices will affect your willingness to use the online music service?
Anchor The amount of authorized mobile devices is 3 per account now. How much does it increase to will make you have more willingness to use the service?
Ease of use of UI
Likert scale Does ease of use of UI will affect your willingness to use the online music service?
Anchor The level of ease of use of UI is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
Update speed of new songs
Likert scale Does update speed of new songs will affect your willingness to use the online music service?
Anchor The level of update speed of new songs is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?
Ease of sharing through social
network
Likert scale Does ease of sharing through social network will affect your willingness to use the online music service?
Anchor The level of ease of sharing through social network is 1 point now. How much does it increase to (limit = 100) will make you have more willingness to use the service?