MEASUREMENT RESULTS OF RESEARCH VARIABLES

Table 4-3 provides descriptive statistics (means and standard deviations) of questionnaire items for the research variables. There are 27 items of e-service quality, 15 items of logistics service quality, 3 items of perceived sacrifice, 3 items of service value, 3 items of customer satisfaction, 5 items of switching costs, and 4 items of customer loyalty.

For the construct of e-service quality, respondents tend to perceive positive evaluations of the research items with most of mean scores over 4 in a five-Likert-type scale. In addition, the mean scores of the items of logistics service quality are over 4.19. These results show that the respondents have very positive evaluations of the research items.

For the construct of perceived sacrifice, respondents tend to have a high level of agreement on the measurement items with mean scores over 4.11 in a five-Likert-type scale. In addition, the mean score of the items of service value are over 4.16, and the results mean that the respondents have a high level of agreement on the measurement items. For the construct of customer satisfaction, the results indicate that the respondents are satisfied with the on-line bookstore they chose with mean scores of all 3 items greater than 4.23 in a five-Likert-type scale.

Furthermore, the mean scores of 5 items of switching costs vary from 3.22 to

switching to another on-line bookstore. Finally, for the construct of customer loyalty, respondents tend to evaluate the measurement items with favorable opinions with mean scores over 4.14 in a five-Likert-type scale.

Table 4.3 Descriptive Analysis of Research Variables

Items! Description! Mean! Std.

Dev.!

E-Service Quality!

ESQ1! I can find the books what I need by using search engine easily. 4.41 0.692 ESQ2! The site records all the books I have ever browsed, and it allows

me to browse them again conveniently. 4.22 0.808

ESQ3! The hyperlinks make it convenient to browse the books that

interest me. 4.25 0.739

ESQ4! The shopping procedure is easy to understand. 4.47 0.65 ESQ5! It enables me to complete a transaction quickly. 4.48 0.656

ESQ6! The site is simple to use. 4.45 0.677

ESQ7! There are special measures for protecting information about my

on-line transaction. 4.29 0.881

ESQ8! My personal information will not be stolen or disclosed. 4.14 1.064 ESQ9! Advertisements will not be mailed to me without my permission 4.15 0.882 ESQ10! The site has passed a security review and has the secure symbols. 4.34 0.756 ESQ11! The site is attractively designed and is visually pleasing. 4.17 0.767 ESQ12! The display of objectives and graphics is appealed. 4.14 0.783 ESQ13! The site can provide most of the covers of books, and it makes the

pages look more orderly. 4.22 0.794

ESQ14! The text and graphics are clear and easy to understand. 4.23 0.766 ESQ15! The information about books is accurate. 4.28 0.77 ESQ16! The site provides information about new books. 4.29 0.734 ESQ17! The site provides information about best-selling books. 4.29 0.727 ESQ18! The information about books is sufficient. 4.15 0.869 ESQ19! The site will send an e-mail or message to me to confirm my book

order. 4.47 0.713

ESQ20! I can follow the conditions of my orders. 4.47 0.686 ESQ21! The site provides complete illustrations for returning and changing

books. 4.34 0.773

ESQ22! The site loads its pages quickly. 4.11 0.887

ESQ23! It provides the functions for interaction. 3.94 0.908 ESQ24! It gives me numerous options of merchandise other than books. 4.09 0.864 ESQ25! It provides numerous premiums, like bonuses and e-coupon. 4.25 0.899 ESQ26! It gives me numerous options for payment. 4.42 0.723 ESQ27! It gives me numerous options for delivery. 4.44 0.726

Logistics Service Quality!

LSQ1! The e-map interface lets me choose a pick-up point conveniently. 4.41 0.747 LSQ2! It gives me numerous options to choose the pick-up point. 4.42 0.725 LSQ3! The information of convenience stores on the e-map is accurate. 4.42 0.722 LSQ4! After my books arrived at the convenience store, it will send a

message to remind me to pick up the books. 4.41 0.793

Items! Description! Mean! Std.

Dev.!

LSQ5! When I use an e-map, the information is processed quickly. 4.27 0.821 LSQ6! Time between ordering books and receiving books is short. 4.31 0.811

LSQ7! Books arrive on the date promised. 4.4 0.736

LSQ8! It reliably delivers my books to the convenience store I chose. 4.58 0.61 LSQ9! When I pick-up the books I ordered, the bar code information is

accurate and can be read. 4.53 0.628

LSQ10! Damage rarely occurs during transportation of my books. 4.42 0.752

LSQ11! The books I received are undamaged. 4.41 0.787

LSQ12! When I pick up, the convenience store staff can quickly find the

books I ordered. 4.33 0.784

LSQ13! When I pick up, the convenience store staff have good manners. 4.33 0.767 LSQ14! The convenience store staff have good manners even though they

are busy. 4.27 0.814

LSQ15! When there is a problem with delivery, the convenience store staff

can immediately tell me what to do. 4.19 0.88

Perceived Sacrifice

SAC1! I think the prices charged for ordering books from this on-line

bookstore are reasonable. 4.11 0.804

SAC2! I think ordering books in this on-line bookstore does not take much

time. 4.25 0.761

SAC3! I think ordering books in this on-line bookstore is easy. 4.38 0.69 Service Value!

VAL1! I think that the service provided by this on-line bookstore

compared to the price I had to pay is acceptable. 4.25 0.745 VAL2! I think that it is more worthwhile to use this on-line bookstore than

others. 4.16 0.77

VAL3! Compared to the price, I think the service provided by this on-line

bookstore is very valuable. 4.2 0.767

Customer Satisfaction!

SAT1! In general, the service from this on-line bookstore conformed to

my expectations. 4.27 0.715

SAT2! In general, I am satisfied with the service that this on-line

bookstore provided. 4.28 0.721

SAT3! Shopping on this on-line bookstore is a wise decision. 4.23 0.748 Switching Costs!

SC1! I am used to choosing the same on-line bookstore to order books. 4.14 0.88 SC2! I feel troublesome about some procedures for joining a new on-line

bookstore to order books. 3.75 1

SC3! If I choose another on-line bookstore, the pick-up place is not

convenient for me. 3.22 1.091

SC4! If I choose another on-line bookstore, I will lose some premiums. 3.88 0.983 SC5! If I choose another on-line bookstore, I need to spend some effort

to know the service well. 3.64 1.038

Items! Description! Mean! Std.

Dev.!

Customer Loyalty

LOY1! I will recommend this on-line bookstore to my friends. 4.27 0.76 LOY2! If I want to buy books, I will choose this on-line bookstore first. 4.35 0.734 LOY3! I am willing to do other business in this on-line bookstore. 4.14 0.812 LOY4! Compare to other on-line bookstores, I prefer this on-line

bookstore. 4.27 0.772