THE IMPACT OF E-SERVICE QUALITY ON ATTITUDE TOWARD ONLINE SHOPPING

THE IMPACT OF E-SERVICE QUALITY ON ATTITUDE
TOWARD ONLINE SHOPPING
MOHAMMAD SULAIMAN A ALNASSER
DOCTOR OF PHILOSOPHY
UNIVERSITI UTARA MALAYSIA
January 2014
i
THE IMPACT OF E-SERVICE QUALITY ON ATTITUDE TOWARD ONLINE
SHOPPING
By
MOHAMMAD SULAIMAN A ALNASSER
Thesis Submitted to
Othman Yeop Abdullah Graduate School of Business,
Universiti Utara Malaysia,
in Fulfillment of the Requirement for the Degree of Doctor of Philosophy
iv
PERMISSION TO USE
In presenting this thesis in fulfillment of the requirements for a Postgraduate degree
from the Universiti Utara Malaysia (UUM), I agree that the Library of this university
may make it freely available for inspection. I further agree that permission for copying
this thesis in any manner, in whole or in part, for scholarly purposes may be granted by
my supervisor(s) or in their absence, by the Dean of Othman Yeop Abdullah Graduate
School of Business where I did my thesis. It is understood that any copying or
publication or use of this parts of it for financial gain shall not be allowed without my
written permission. It is also understood that due recognition shall be given to me and to
the UUM in any scholarly use which may be made of any material in my thesis.
Request for permission to copy or to make other use of materials in this thesis in whole
or in part should be addressed to:
Dean of Othman Yeop Abdullah Graduate School of Business
Universiti Utara Malaysia
06010 UUM Sintok
Kedah Darul Aman
v
ABSTRACT
The research was designed to fill the gap in the existing body of knowledge regarding
attitudes toward online shopping and differences in electronic service quality perception
between two different geographical and cultural countries. In addition, this research
extended previous effort done in an online shopping context by providing evidence that
high service quality increase consumers’ trust perception, which in turn results in
favorable attitude toward online shopping, with risk perception moderating the impact
on consumer’s trust. Cluster random sampling was used to select respondents with
previous online shopping experience. Correlation and hierarchical regression was used
to analyze the direct and indirect relationship between service quality, risk, trust and
attitude, while t-test was used to compare the two cultures in e-service quality
perception. The present study demonstrates that e-service quality is affected by
consumer’s culture. This research also provides evidence that trust in Internet shopping
is built on high service quality. Notably, risk moderates the effect of e-service quality on
trust toward online retailer. Finally, the research highlights the significant effect of trust
on the attitude towards online shopping.
Keywords: culture, e-service quality, trust, risk, attitude toward online shopping,
Malaysia, Saudi Arabia
vi
ABSTRAK
Kajian ini dijalankan untuk mengisi lompang yang wujud dalam pengetahuan sedia ada
berhubung sikap terhadap beli-belah atas talian dan perbezaan persepsi kualiti servis
elektronik antara dua buah negara yang berbeza dari segi geografi dan budaya. Kajian
ini juga mengembangkan kajian lalu yang dijalankan dalam konteks beli-belah atas
talian dengan menyediakan bukti bahawa kualiti servis yang tinggi meningkatkan
persepsi kepercayaan pengguna, yang seterusnya menghasilkan sikap yang
menggalakkan terhadap beli-belah atas talian, dengan persepsi risiko menyederhana
kesan terhadap kepercayaan pengguna. Persampelan rawak kluster digunakan untuk
memilih responden yang mempunyai pengalaman membeli-belah atas talian. Ujian
korelasi dan regresi berhieraki telah digunakan untuk menganalisis hubungan langsung
dan tidak langsung antara kualiti servis, risiko, kepercayaan, dan sikap manakala ujian t
digunakan untuk membandingkan persepsi kualiti e-servis antara dua budaya. Kajian ini
menunjukkan bahawa kualiti e-servis dipengaruhi oleh budaya pelanggan. Kajian ini
membuktikan bahawa kepercayaan beli-belah Internet terbit daripada kualiti servis yang
tinggi. Jelasnya, risiko menyederhana kesan kualiti e-servis terhadap kepercayaan
kepada peruncit atas talian. Akhir sekali, kajian mempamerkan kesan signifikan
kepercayaan terhadap sikap beli-belah atas talian.
Kata kunci: budaya, kualiti e-servis, kepercayaan, risiko, sikap terhadap beli-belah atas
talian, Malaysia, Arab Saud
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ACKNOWLEDGEMENTS
The past five years of my life have been both challenging and rewarding. I do appreciate
that I have been surrounded by some of the most brilliant people in their knowledge
fields. First and foremost I would like to express my sincere gratitude to my main
supervisors Prof. Dr. Rushami Zien Yusoff and second supervisor Dr. Sany sanuri bin
Mohammad Mokhtar for their unparallel and invaluable guidance, support,
encouragement and patience. Furthermore, I would like to thank Dr. Faridahwati
Mohammad Shamsudin and Dr. Azahari Ramli for their constant help and motivation.
Many individuals have helped me in some ways or the other. I would like to express my
thanks and appreciation to Sami Alissa, Abdulaziz Boodi, Eng. Sultan Alturki and
Dr.Turki Alanazi for their continuous reassurance and help in different ways to make me
survive until this day. I would also like to thank Dr. Sulaiman Althuaib for his
continuous support during the data collection process.
Last but not the least, I am in debt to my parents who brought me in this world, taught
me how to face life and never give up. I wouldn't have reached this day, without your
support and faith in me. Special thanks to my brother Abdullah, for always believing
that I might be doing something great. I cannot end this without telling Maha, my wife,
how sorry I am for all the difficulties you faced with me and thanking you for being such
a wonderful companion. I dedicate this thesis to my parents, my son’s Sulaiman, and
Faisal. Also, my lovely daughter Gana.
viii
TABLES OF CONTENTS
Page
TITLE PAGE.................................................................................................................... i
CERTIFICATION OF THESIS...................................................................................... ii
PERMISSION TO USE .................................................................................................. iv
ABSTARCT......................................................................................................................v
ABSTRAK........................................................................................................................vi
ACKNOWLEDGEMENTS.......................................................................................…vii
TABLE OF CONTENTS .............................................................................................. viii
LIST OF TABLES ....................................................................................................... xiii
LIST OF FIGURES .......................................................................................................xv
LIST OF ABBREVIATIONS ......................................................................................xvi
CHAPTER ONE: INTRODUCTION ............................................................................1
1.1 Introduction.................................................................................................................... 1
1.2 Background of the Study................................................................................................ 1
1.2.1 Electronic Commerce............................................................................................. 1
1.2.2 Importance of Online Shopping............................................................................. 2
1.2.3 Online Shopping in Malaysia and Saudi Arabia .................................................... 3
1.3 Problem Statement ......................................................................................................... 9
1.4 Research Questions...................................................................................................... 16
1.5 Research Objectives..................................................................................................... 17
1.6 Significance of the Study ............................................................................................. 17
1.7 Contributions of the Study ........................................................................................... 21
1.8 Scope of Study ............................................................................................................. 22
1.9 Organization of the Study ............................................................................................ 22
CHAPTER TWO: LITERATURE REVIEW.............................................................24
2.1 Introduction.................................................................................................................. 24
2.1.1 Online Retailing Overview .................................................................................. 25
2.1.2 Overview of E-commerce Barriers ...................................................................... 28
ix
2.2 Attitude towards Behavior ........................................................................................... 30
2.2.1 Attitude Intentions Research................................................................................ 31
2.2.2 Theory of Reasoned Action ................................................................................. 33
2.2.3 Definition of Attitude........................................................................................... 36
2.2.4 Dimensions of Attitude ........................................................................................ 37
2.3 Culture in Online Shopping ......................................................................................... 43
2.3.1 Definition of Culture............................................................................................ 45
2.3.2 Dimensions of Culture ......................................................................................... 47
2.3.3 Research on Culture ............................................................................................. 52
2.4 Electronic Service Quality ........................................................................................... 54
2.4.1 Definition of e-Service Quality............................................................................ 56
2.4.2 Dimensions of e-Service Quality ......................................................................... 58
2.4.3 Relationship between e-Service Quality and Culture .......................................... 68
2.5 Risk in Online Shopping.............................................................................................. 71
2.5.1 Risk Definitions and Dimensions......................................................................... 73
2.5.2 Online Risk Studies.............................................................................................. 75
2.6 Trust ............................................................................................................................. 77
2.6.1 Definitions of Trust.............................................................................................. 78
2.6.2 Dimensions of Trust............................................................................................. 79
2.6.3 Research on Trust................................................................................................. 81
2.6.4 Relationship between Trust and e-Service Quality.............................................. 82
2.6.5 Relationship between Trust and Risk................................................................... 88
2.6.6 Relationship between Trust and Attitude............................................................. 94
2.7 Summary of the Chapter .............................................................................................. 95
CHAPTER THREE: CONCEPTUAL FRAMEWORK............................................99
3.1 Introduction.................................................................................................................. 99
3.2 Underpinning Theory................................................................................................... 99
3.2.1 Theory of Reasoned Action (TRA).................................................................... 100
3.2.2 Attitude-Behavior Relation ................................................................................ 102
3.3 Conceptual Framework.............................................................................................. 104
3.4 Formulation of Hypotheses........................................................................................ 107
3.4.1 First Research Hypotheses ................................................................................. 107
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3.4.2 Second Research Hypotheses............................................................................. 111
3.4.3 Third Research Hypotheses ............................................................................... 114
3.4.4 Fourth Research Hypotheses.............................................................................. 117
3.4.5 Fifth Research Hypotheses................................................................................. 119
3.5 Summary .................................................................................................................... 123
CHAPTER FOUR: RESEARCH METHODOLOGY.............................................124
4.1 Introduction................................................................................................................ 124
4.2 Research Design......................................................................................................... 125
4.3 Population and Sampling ........................................................................................... 128
4.3.1 Defining the Target Population.......................................................................... 129
4.3.2 Selection of Sampling Frame............................................................................. 131
4.3.3 Sampling Technique Selection........................................................................... 132
4.3.4 Sampling Methods ............................................................................................. 133
4.3.5 Sample Size........................................................................................................ 137
4.4 Data Collection Method............................................................................................. 140
4.5 Instrument Development............................................................................................ 140
4.6 Selection of Measurements Instruments .................................................................... 144
4.6.1 General Demographics....................................................................................... 145
4.6.2 Attitude Measurement Instrument...................................................................... 145
4.6.3 E-SQ Measurement Instrument.......................................................................... 148
4.6.4 Culture Measurement Instrument....................................................................... 152
4.6.5 Trust Measurement Instrument .......................................................................... 156
4.6.6 Risk Perception Measurement Instrument ......................................................... 158
4.7 Pilot Test .................................................................................................................... 159
4.7.1 Instrument Reliability and Validity.................................................................... 160
4.8 Data Analysis............................................................................................................. 163
4.8.1 Sample Characteristics....................................................................................... 163
4.8.2 Selection of Data Analysis Strategy................................................................... 164
4.8.3 Descriptive Analysis .......................................................................................... 165
4.8.4 Item Correlation ................................................................................................. 165
4.9 Ethical Considerations ............................................................................................... 166
4.10 Conclusion ................................................................................................................. 166
xi
CHAPTER FIVE: ANALYSIS AND PRESENTATION OF FINDINGS..............167
5.1 Chapter Overview ...................................................................................................... 167
5.2 The Sample ................................................................................................................ 168
5.2.1 Characteristics of the Sample............................................................................. 168
5.2.2 Response Rate.................................................................................................... 169
5.3 Data Analyses ............................................................................................................ 170
5.3.1 Demographic Profile of Participants.................................................................. 171
5.3.2 Survey Pre-tests and Validation......................................................................... 174
5.3.3 Adequacy of Sample Size .................................................................................. 175
5.3.4 Missing Values................................................................................................... 175
5.3.5 Normality ........................................................................................................... 176
5.3.6 Linearity............................................................................................................. 179
5.3.7 Outliers............................................................................................................... 179
5.3.8 Item Correlations................................................................................................ 180
5.3.9 Result of Pre-test................................................................................................ 180
5.4 Description of Constructs........................................................................................... 181
5.4.1 Attitude .............................................................................................................. 181
5.4.2 Trust ................................................................................................................... 182
5.4.3 Risk .................................................................................................................... 183
5.4.4 E-Service Quality............................................................................................... 183
5.4.5 Culture in Online Shopping ............................................................................... 185
5.5 Goodness of Measures ............................................................................................... 186
5.5.1 Reliability of Measures ...................................................................................... 187
5.5.2 Construct Validity.............................................................................................. 189
5.5.3 Factor Analysis .................................................................................................. 191
5.5.3.1 Factor Analysis of Attitude toward Online Shopping.................................... 192
5.5.3.2 Factor Analysis of Trust in Online Shopping ................................................ 194
5.5.3.3 Factor Analysis of Risk on Online Shopping................................................. 195
5.5.3.4 Factor Analysis of E-service Quality on Online Shopping............................ 196
5.5.3.5 Factor Analysis of Culture on Online Shopping............................................ 198
5.6 Hypothesis Testing..................................................................................................... 200
5.6.1 Testing of Hypotheses One................................................................................ 201
xii
5.6.2 Testing of Hypothesis Two................................................................................ 203
5.6.3 Testing of Hypothesis Three .............................................................................. 205
5.6.4 Testing of Hypothesis Four................................................................................ 209
5.6.5 Testing of Hypothesis Five ................................................................................ 210
5.6.6 Summary of Hypotheses Testing ....................................................................... 214
5.7 Qualitative Analysis................................................................................................... 215
5.7.1 Saudi Arabia Participants................................................................................... 215
5.7.2 Malaysian Participants ....................................................................................... 218
5.8 Summary .................................................................................................................... 219
CHAPTER SIX: RESEARCH SUMMARY AND DISCUSSION ..........................221
6.1 Chapter Overview ...................................................................................................... 221
6.2 Overview of the Study ............................................................................................... 221
6.3 Summary of Findings................................................................................................. 223
6.3.1 Culture Differences and Perceived e-Service Quality........................................ 223
6.3.2 E-Service Quality and Consumer Trust ............................................................. 227
6.3.3 Moderating Effect of Risk.................................................................................. 230
6.3.4 Trust and Attitude toward Online Shopping ...................................................... 232
6.3.5 Mediating Role of Trust..................................................................................... 233
6.4 Qualitative Analysis................................................................................................... 235
6.5 Study Implications ..................................................................................................... 238
6.5.1 Implications for Management ............................................................................ 238
6.5.2 Implications to Theories..................................................................................... 242
6.6 Study Limitations....................................................................................................... 244
6.7 Implications for Further Research.............................................................................. 245
6.8 Conclusion ................................................................................................................. 247
REFERENCES.............................................................................................................250
APPENDIX....................................................................................................................335
Appendix A............................................................................................................................ 335
Appendix B............................................................................................................................ 346
Appendix C............................................................................................................................ 363
xiii
LIST OF TABLES
Table Page
Table 2.1 Summary of Studies on E-Service Quality Dimensions 66
Table 4.1 Attitude Measurements 147
Table 4.2 Items in Attitude Measurements 147
Table 4.3 E-service Quality Measurements 150
Table 4.4 E-service Quality Items 151
Table 4.5 Culture Measurements 155
Table 4.6 Culture Measurements Items 156
Table 4.7 Trust Measurements 158
Table 4.8 Trust Items 158
Table 4.9 Perceived Risk Measurements 159
Table 4.10 Perceived Risk Items 159
Table 4.11 Cronbach’s Alpha Values for Each Dimension Pilot Test 162
Table 4.12 Demographic Profile of Respondents in Pilot Study 164
Table 5.1 Demographic Profile of Saudi and Malaysian Participants 171
Table 5.2 Normality Test Results 179
Table 5.3 Reliability for Study’s Variables 189
Table 5.4 Factor Analysis of Attitude toward Online Shopping 194
Table 5.5 Factor Analysis of Trust in Online Shopping 195
Table 5.6 Factor Analysis of Risk in Online Shopping 196
Table 5.7 Factor Analysis of E-service Quality 1977
Table 5.8 Factor Analysis of Culture 199
xiv
Table 5.9 Independent Samples Test 202
Table 5.10 Result of Testing of Hypothesis One 203
Table 5.11 Result of Testing of Hypothesis Two 204
Table 5.12 Result of Testing of Hypothesis Three 206
Table 5.13 Result of Testing of Hypothesis Three 208
Table 5.14 Result of Testing of Hypothesis Four 210
Table 5.15 Result of Hierarchical Regression 214
Table 5.16 Summary of Hypotheses Testing 214
Table 6.1 Summary of Research Objectives, Questions and Hypotheses 222
xv
LIST OF FIGURES
Figure Page
Figure 2.1 Theory of Reasoned Action (TRA) 34
Figure 2.2 Simple Representation of Tri-component Attitude Model 38
Figure 3.1 Theory of Reasoned Action 101
Figure 3.2 Conceptual Framework 104
Figure 4.1 Methodological Framework 125
Figure 4.2 Sampling Design Process 129
Figure 5.1 Direct Effect of Electronic Service Quality on Trust 206
Figure 5.2 Conceptual Model: Moderating Effect of Perceived Risk 207
Figure 5.3 The Effect of Different Level of Risk 209
Figure 5.4 Baron and Kenny (1986) Model 211
Figure 5.5 A Mediation Model with Hierarchical Regression Results 213
Figure 5.6 Main Reasons Preventing Saudis from Online Shopping 217
Figure 5.7 Main Reasons Preventing Malaysians from Online Shopping 219
xvi
LIST OF ABBREVIATIONS
ANOVA Analysis of variance
ATM Automated Teller Machines
B2B Business-to-Business
B2C Business-to-Consumer
CITC Communication and Information Technology Commission
CVSCALE Cultural Value Scale
e.g. Exempli gratia (for instance)
EC Electronic Commerce
EDI Electronic Data Interchange
EFA Exploratory Factor Analysis
i.e. Id est (that is)
IBM International Business Machines
ICT Information and Communications Technology
IDC International Data Corporation
KACST King Abdul Aziz City for Science and Technology
LTO Long-Term Orientation
MCMC Malaysian Communications and Multimedia Center
MICT Ministry of Communications and Information Technology
MSA Measure of Sampling Adequacy
p. Page
PD Power Distance
PEOU Perceived Ease of Use
PU Perceived Usefulness
xvii
SPSS Statistical Package for Social Sciences
STITC Saudi Telecommunications and Information Technology Commission
TAM Technology Acceptance Model
TPB Theory of Planned Behavior
TRA Theory Reasoned Action
UA Uncertainty avoidance
UUM Universiti Utara Malaysia
1
CHAPTER ONE
INTRODUCTION
1.1 Introduction
This introductory chapter is divided into three primary parts. In the first part,
background of the study is provided along with background of the problem. The second
part describes the research questions and objectives. Finally in last section, the
significance of the study, scope, and contributions of the research are presented.
1.2 Background of the Study
Information technology such as computers and Internet has become more common and
has led to significant changes in our lives. The Internet has resulted in electronic
commerce as it offers novel ways for organizations to sell their products (Mukherjee &
Nath, 2007).
1.2.1 Electronic Commerce
Electronic commerce is an umbrella concept considered to be any form of commercial
activity conducted via electronic connections, including the Internet, for the pursuit of
business objectives (Wigand, 1997). Such commercial activities include advertising and
sales, accounting and finance, procurement and purchasing, and other activities that can
be conducted electronically through computer networks to enable the achievement of
business goals (Kalakota & Whinston, 1997).
The contents of
the thesis is for
internal user
only
250
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APPENDIX
Appendix A
RESEARCH QUESTIONNAIRE- English version
Online Shopping Survey
Dear Student:
I am a doctoral candidate at the College of Business Universiti Utara Malaysia and I am
conducting a study of online shopping as part of the requirement for the award of Ph.D. degree.
The objective of this academic research project is to attempt to understand why people shop
online. Through your participation, I hope to understand more about online shopping in this
country.
Enclosed with this letter is a questionnaire that asks a variety of questions about your attitudes
toward online shopping. I am asking you to look over the questionnaire and, I hope you will take
a few minutes to complete this questionnaire. Without the help of people like you, academic
research could not be conducted. Your participation is voluntary and there is no penalty if you do
not participate.
If you have any questions or concerns about completing the questionnaire or about participating
in this study, you may contact me at (006) 017-4243481 or email me at:
s92633@student.uum.edu.my
Hint: Please if you didn’t purchase any products or services via internet don’t complete
this questionnaire.
Sincerely,
Mohammad ALNasser - Ph.D. Candidate
336
Section 1:
Read the question and select the answer that best describes you.
1. What is your age?
(a) 21 - 25 years old
(b) 26 - 30 years old
(c) 31 - 35 years old
(d) 35 years +
2. Gender
(a) Male
(b) Female
3. Marital status
(a) Married
(b) Single
4. What is your average monthly Income?
(a) No income
(b) Less than RM 1500
(c) RM 1501 - RM 4000
(d) RM 4001- RM 8000
(e) More than RM 8000
5. Have you ever purchased a product or service via Internet? If No, please add
any reasons/comments in the line below.
(a) Yes
(b) No (Because :…………………………………………………………………………)
6. How many credit card(s) do you use?
(a) None (c) 3 - 4
(b) 1 – 2 (e) More than 4
337
7. What is your primary personal use of the Internet (not for academic activities)?
(a) Information and product search
(b) Purchasing
(c) E-mail / E-card / other communication (i.e., chatting)
(d) Game / Music/ Program downloading / Entertainment
(e) On-line banking/ Pay bills
8. Could you tell us how often you buy products through online on average?
(a) Once a week or more often.
(b) Once a month.
(c) Once every 4-6 months (2-3 times a year).
(d) Once every 6 –12 months (Once a year).
(e) Less than once a year.
If you purchased from internet few times and there are reasons for that please specify these
reasons:
……………………………………………………………………………………….
……………………………………………………………………………………….
……………………………………………………………………………………….
9. What the following service will you use to settle the payment for online shopping?
(a) Credit/ Debit card (b) Bank Transfer (c) PayPal
338
Section 2:
Direction: Read the question and select the answer that best describes you by putting a “” in
the corresponding □
inclined
-3 -2 -1 0 +1 +2 +3
1 I am ___ to shop online: Disinclined
□ □ □ □ □ □ □
eager
-3 -2 -1 0 +1 +2 +3
2 I am ___ to shop online: Hesitant
□ □ □ □ □ □ □
like
-3 -2 -1 0 +1 +2 +3
Dislike
I feel ___ toward online
shopping:
3
□ □ □ □ □ □ □
accepting
-3 -2 -1 0 +1 +2 +3
rejecting
I feel like ___ toward online
shopping:
4
□ □ □ □ □ □ □
relaxed
-3 -2 -1 0 +1 +2 +3
Tensed
I feel ___ while using online
shopping:
5
□ □ □ □ □ □ □
excited
-3 -2 -1 0 +1 +2 +3
Bored
I feel ___ while using online
shopping:
6
□ □ □ □ □ □ □
content
-3 -2 -1 0 +1 +2 +3
Annoyed
I feel ___ with the online
shopping security:
7
□ □ □ □ □ □ □
happy
-3 -2 -1 0 +1 +2 +3
Sad
I feel ___ with the online
shopping security:
8
□ □ □ □ □ □ □
339
useful
-3 -2 -1 0 +1 +2 +3
Useless
I believe that online shopping
is____:
9
□ □ □ □ □ □ □
perfect
-3 -2 -1 0 +1 +2 +3
Imperfect
I believe that online shopping
is____:
10
□ □ □ □ □ □ □
easy
-3 -2 -1 0 +1 +2 +3
Difficult
I believe that it is ___ to shop
online:
11
□ □ □ □ □ □ □
safe
-3 -2 -1 0 +1 +2 +3
unsafe
I believe that it is ___ to shop
online:
12
□ □ □ □ □ □ □
wise
-3 -2 -1 0 +1 +2 +3
Foolish
I believe that adopting online
shopping is____:
13
□ □ □ □ □ □ □
beneficial
-3 -2 -1 0 +1 +2 +3
harmful
I believe that adopting online
shopping is____:
14
□ □ □ □ □ □ □
340
Section 3:
Direction: Read the question and select the answer that best
describes you by putting a “” in the corresponding □
significant
opportunity
-3 -2 -1 0 +1 +2 +3
significant
risk
How would you characterize
the decision of whether to buy
a product from the Web
retailer?
15
□ □ □ □ □ □ □
high
potential
for gain
high -3 -2 -1 0 +1 +2 +3
potential for
loss
How would you characterize
the decision of whether to buy
a product from the Web
retailer?
16
□ □ □ □ □ □ □
very
positive
situation
very -3 -2 -1 0 +1 +2 +3
negative
situation
How would you characterize
the decision of whether to buy
a product from the Web
retailer?
17
□ □ □ □ □ □ □
341
Section 4:
In the following questions indicate how much you agree with each statement by putting a “” in
the corresponding □.
Hint: (e-retailer is a store that sells goods or services over the Internet)
Strongly Agree= SA Agree=A Partially agree=PA Neutral=N
Strongly Disgree= SD Disgree=D Partially disgree=PD
SA A PA N SD D PD
□ □ □ □ □ □ □
E-retailer is interested in more than just selling me goods
and making a profit. In other word e-retailer tries to make
me happy.
1
□ □ □ □ □ □ □
There are no limits to how far e-retailer will go to solve a
service problem I may have.
2
3 E-retailer is genuinely committed to my satisfaction. □ □ □ □ □ □ □
4 Most of what e-retailer says about its products is true. □ □ □ □ □ □ □
□ □ □ □ □ □ □
I think some of e- retailer’s claims about its service are
exaggerated.
5
□ □ □ □ □ □ □
If e- retailer makes a claim or promise about its product,
it’s probably true.
6
7 In my experience e- retailer is very reliable. □ □ □ □ □ □ □
8 I feel I know what to expect from e-retailer. □ □ □ □ □ □ □
342
Section 5:
The following statements ask your thoughts about the service provided to you by Internet
retailers. Please think about the last e-retailer that you purchased from. Please circle the number
that best matches how much you agree or disagree with each statement. There are no rights or
wrong answers.
Strongly Agree= SA Agree=A Partially agree=PA Neutral=N
Strongly Disgree= SD Disgree=D Partially disgree=PD
SA A PA N SD D PD
1 The e-retailer website makes it easy to find what I need. □ □ □ □ □ □ □
2 It makes it easy to get anywhere on the e-retailer website. □ □ □ □ □ □ □
□ □ □ □ □ □ □
It enables me to complete a transaction quickly on the eretailer
website.
3
4 Information at the e-retailer website is well organized. □ □ □ □ □ □ □
5 It loads its pages fast. □ □ □ □ □ □ □
6 The e-retailer website is simple to use □ □ □ □ □ □ □
7 The e-retailer website enables me to get on to it quickly. □ □ □ □ □ □ □
8 This site is well organized. □ □ □ □ □ □ □
9 The e-retailer website is always available for business. □ □ □ □ □ □ □
10 The e-retailer website launches and runs right away. □ □ □ □ □ □ □
11 The e-retailer website does not crash. □ □ □ □ □ □ □
□ □ □ □ □ □ □
Pages at this site do not freeze after I enter my order
information.
12
13 E-retailer website delivers orders when promised. □ □ □ □ □ □ □
□ □ □ □ □ □ □
E-retailer website makes items available for delivery within
a suitable time frame.
14
15 E-retailer website quickly delivers what I order. □ □ □ □ □ □ □
□ □ □ □ □ □ □
E-retailer website sends out the items ordered.
16
□ □ □ □ □ □ □
E-retailer website has in stock the items the company
claims to have.
17
343
18 E-retailer website is truthful about its offerings. □ □ □ □ □ □ □
□ □ □ □ □ □ □
E-retailer website makes accurate promises about delivery
of products.
19
□ □ □ □ □ □ □
E-retailer website protects information about my Webshopping
behaviour.
20
□ □ □ □ □ □ □
E-retailer website does not share my personal information
with other websites.
21
□ □ □ □ □ □ □
E-retailer website protects information about my credit
card.
22
□ □ □ □ □ □ □
E-retailer website provides me with convenient options for
returning items.
23
24 E-retailer website handles product returns well. □ □ □ □ □ □ □
25 E-retailer website offers a meaningful guarantee. □ □ □ □ □ □ □
□ □ □ □ □ □ □
E-retailer website tells me what to do if my transaction is
not processed.
26
27 E-retailer website takes care of problems promptly. □ □ □ □ □ □ □
28 E-retailer website compensates me for problems it creates. □ □ □ □ □ □ □
□ □ □ □ □ □ □
E-retailer website compensates me when what I ordered
doesn’t arrive on time.
29
□ □ □ □ □ □ □
E-retailer website picks up items I want to return from my
home or business.
30
□ □ □ □ □ □ □
E-retailer website provides a telephone number to reach the
company.
31
□ □ □ □ □ □ □
E-retailer website has customer service representatives
available online.
32
□ □ □ □ □ □ □
E-retailer website offers the ability to speak to a live person
if there is a problem.
33
344
Section 6:
In the following questions indicate how much you agree with each statement by putting a “”.
Note for question 6 to 10:
 People in higher positions (they are: dean, rector and vice chancellor)
 People in lower positions (they are: lecturer, clerk, normal officer or secretary).
Strongly Agree= SA Agree=A Partially agree=PA Neutral=N
Strongly Disgree= SD Disgree=D Partially disgree=PD
No SA A PA N SD D PD
□ □ □ □ □ □ □
It is important to have instructions in e-retailer website spelled
out in detail so that I always know what I’m expected to do.
1
□ □ □ □ □ □ □
It is important to closely follow instructions and procedures in
e-retailer website.
2
□ □ □ □ □ □ □
Rules and regulations in e-retailer website are important
because they inform me of what is expected of me.
3
4 Standardized procedures in e-retailer website are helpful. □ □ □ □ □ □ □
5 Instructions in e-retailer website are important. □ □ □ □ □ □ □
□ □ □ □ □ □ □
People in higher positions should make most decisions without
consulting people in lower positions.
6
□ □ □ □ □ □ □
People in higher positions shouldn’t ask the opinions of people
in lower positions..
7
□ □ □ □ □ □ □
People in higher positions should avoid social interaction with
people in lower positions.
8
□ □ □ □ □ □ □
People in lower positions should not disagree with decisions
by people in higher positions.
9
□ □ □ □ □ □ □
People in higher positions should not delegate important tasks
to people in lower positions.
10
□ □ □ □ □ □ □
Individuals should sacrifice self-interest for the group (either
at school or the work place).
11
□ □ □ □ □ □ □
Individuals should stick with the group even through
difficulties.
12
13Group welfare is more important than individual rewards. □ □ □ □ □ □ □
14Group success is more important than individual success. □ □ □ □ □ □ □
345
□ □ □ □ □ □ □
Individuals should only pursue their goals after considering the
welfare of the group.
15
□ □ □ □ □ □ □
Group loyalty should be encouraged even if individual goals
suffer.
16
□ □ □ □ □ □ □
It is more important for men to have a professional career than
it is for women.
17
□ □ □ □ □ □ □
Men usually solve problems with logical analysis. Women
usually solve problems with intuition.
18
□ □ □ □ □ □ □
Solving difficult problems usually requires an active, forceful
approach, which is typical of men.
19
□ □ □ □ □ □ □
There are some jobs that a man can always do better than a
woman.
20
21 Careful management of money is important □ □ □ □ □ □ □
□ □ □ □ □ □ □
It is important to go on resolutely even when there is
opposition
22
23 Personal steadiness and stability are important □ □ □ □ □ □ □
24 It is important to plan for the long-term □ □ □ □ □ □ □
25 Giving up today’s fun for success in the future is important □ □ □ □ □ □ □
26 It is important to work hard for success in the future □ □ □ □ □ □ □
-End of the questionnaire-
Thank you very much for your participation.
346
Appendix B
ONLINE SHOPPING
PEMBELIAN SECARA ATAS TALIAN
Set of Questionnaire
Set Soal Selidik
Para pelajar yang dihormati:
Saya seorang calon doktor falsafah di Kolej Perniagaan, Universiti Utara Malaysia dan sedang
menjalankan satu kajian berkenaan pembelian atas talian (online shopping) sebagai sebahagian
daripada keperluan penganugerahan ijazah Doktor Falsafah. Penyelidikan bersifat akademik ini
ialah satu usaha untuk memahami mengapa orang ramai membeli-belah secara atas talian.
Melalui penyertaan anda, saya berharap dapat lebih memahami konsep membeli-belah secara
atas talian di negara ini.
Saya memohon kerjasama anda untuk mengisi soal selidik yang dilampirkan dan berbesar hati
untuk berkongsi dapatan kajian apabila kajian ini tamat nanti. Sila beri alamat email anda
bersama soal selidik yang lengkap jika anda berminat mendapat satu salinan dapatan kajian.
Soal selidik ini mengandungi pelbagai soalan berhubung sikap anda terhadap pembelian secara
atas talian. Sila baca soalan dan meluangkan sedikit masa anda untuk melengkapkan soal selidik
ini. Kerjasama dari anda sangat saya hargai kerana tanpa kerjasama anda, penyelidikan
akademik tidak akan dapat dijalankan. Penyertaan anda adalah secara sukarela dan tiada penalti
jika anda tidak menyertainya.
Jika anda ada sebarang soalan atau keraguan mengenai cara mengisi soal selidik ini atau tentang
penyertaan dalam kajian ini, sila hubungi saya di 017-4243481 atau email saya di
s92633@student.uum.edu.my
Peringatan: Jika anda tidak pernah membeli mana-mana produk atau servis secara atas
talian, anda tidak perlu melengkapkan soal selidik ini.
347
Dear Student:
I am a doctoral candidate at the College of Business Universiti Utara Malaysia and I am
conducting a study of online shopping as part of the requirement for the award of Ph.D. degree.
The objective of this academic research project is to attempt to understand why people shop
online. Through your participation, I hope to understand more about online shopping in this
country.
I have a survey that I would very much like you to fill out. And I will be happy to make
available to you the results of the study when it is completed, If you like, you can provide your
e-mail address below, ONLY IF you want a copy of the survey’s results.
Enclosed with this letter is a questionnaire that asks a variety of questions about your attitudes
toward online shopping. I am asking you to look over the questionnaire and, I hope you will take
a few minutes to complete this questionnaire. Without the help of people like you, academic
research could not be conducted. Your participation is voluntary and there is no penalty if you do
not participate.
If you have any questions or concerns about completing the questionnaire or about participating
in this study, you may contact me at (006) 017-4243481 or email me at:
s92633@student.uum.edu.my
Hint: Please if you didn’t purchase any products or services via internet don’t complete
this questionnaire.
Yang benar
Mohammad AlNasser
Kolej Perniagaan
Universiti Utara Malaysia Sintok, 06010, Kedah, Malaysia
348
Bahagian / Section 1:
Baca soalan dan pilih jawapan yang sesuai dengan pandangan anda .
Read the question and select the answer that best describes you
1. Umur anda? / What is your age?
(a) 21 – 25 tahun / 21 - 25 years old
(b) 26 – 30 tahun / 26 - 30 years old
(c) 31 – 35 tahun / 31- 35 years old
(d) Lebih daripada 35 tahun / 35 years +
2. Jantina / Gender
(a) Lelaki / Male
(b) Perempuan / Female
3. Status perkahwinan / Marital Status
(a) Berkahwin / Married
(b) Bujang / Single
4. Berapa purata pendapatan/ pinjaman/ biasiswa bulanan anda? /
What is your average monthly income/financing/scholarship?
(a) Tiada pendapatan / No income
(b) Kurang daripada RM 500 / Less than RM 500
(c) RM 501 - RM 1000
(d) RM 1001- RM 1500
(e) Lebih daripada RM 1500 / More than RM 1500
5. Pernahkah anda membeli produk atau servis secara atas talian?
Have you ever purchased a product or service via Internet?
Jika tidak, sila nyatakan alasan/ komen pada baris di bawah.
If No, please add any reasons/comments in the line below.
(a) Pernah / Yes
(b) Tidak pernah / No
(Sebab/ Because):…………………………………………………………………………
……………………………………………………………………………………………
349
6. Berapakah kad kredit yang anda gunakan? / How many credit card(s) do you use?
(a) Tiada / None
(b) 1 – 2
(c) 3 – 4
(d) Lebih daripada 4 / More than 4
7. Apakah keperluan peribadi utama anda menggunakan internet? (bukan untuk tujuan akademik )
What is your primary personal use of the Internet (not for academic activities)?
(a) Carian maklumat dan produk / Information and product search
(b) Pembelian / Purchasing
(c) E-mail /E-kad / lain-lain komunikasi - contohnya chatting)
E-mail / E-card / other communication (i.e., chatting)
(d) Permainan Komputer/Muzik/Muat turun program/Hiburan /
Game / Music/ Program downloading / Entertainment
(e) Perbankan atas talian/Bayar bil / On-line banking/ Pay bills
8. Secara purata, berapa kerapkah anda membeli produk secara atas talian?
Could you tell us how often you buy products through online on average?
(a) Seminggu sekali atau lebih kerap /
Once a week or more often
(b) Sebulan sekali /
Once a month
(c) Sekali setiap 4 – 6 bulan (2-3 kali dalam setahun) /
Once every 4-6 months (2-3 times a year)
(d) Sekali setiap 6 -12 bulan (Setahun sekali) /
Once every 6 –12 months (Once a year)
(e) Kurang daripada sekali setahun /
Less than once a year
Jika anda membeli secara atas talian beberapa kali dan terdapat sebab untuk itu, sila nyatakan
sebab-sebab itu:
If you purchased from internet few times and there are reasons for that please specify these
reasons:
……………………………………………………………………………………….
……………………………………………………………………………………….
……………………………………………………………………………………….
9. Yang manakah antara perkhidmatan berikut yang anda gunakan untuk membuat bayaran bagi
pembelian secara atas talian?
What the following service will you use to settle the payment for online shopping?
(a) Kad Kredit/Credit card (b)Pindahan Bank/Bank Transfer (c)PayPal
350
Bahagian / Section 2:
Baca soalan dan pilih jawapan yang sesuai dengan pandangan anda. Tanda “√” di kotak □
berkenaan.
Read the question and select the answer that best describes you by putting a “”
Cenderung /
inclined
tidak -3 -2 -1 0 +1 +2 +3
cenderung/
Disinclined
1- Saya ________ untuk membeli
belah atas talian.
I am ___ to shop online □ □ □ □ □ □ □
Sangat
Seronok/
eager
Teragak- -3 -2 -1 0 +1 +2 +3
agak/
Hesitant
2- Saya ________ untuk membeli
belah atas talian.
I am ___ to shop online □ □ □ □ □ □ □
Suka/
Like
Tidak -3 -2 -1 0 +1 +2 +3
Suka/
Dislike
3- Saya _________ membeli-belah
atas talian
I ___ toward online shopping □ □ □ □ □ □ □
Menerima/
Accepting
Menolak/ -3 -2 -1 0 +1 +2 +3
Rejecting
4- Saya ________ membeli belah
atas talian
I ___ toward online shopping □ □ □ □ □ □ □
Santai/
Relaxed
Tegang/ -3 -2 -1 0 +1 +2 +3
Tensed
5- Saya berasa ______ketika
menggunakan pembelian atas talian.
I feel __while using online shopping: □ □ □ □ □ □ □
Teruja/
Excited
Bosan/ -3 -2 -1 0 +1 +2 +3
Bored
6- Saya berasa ______ketika
menggunakan pembelian atas talian:
I feel __while using online shopping: □ □ □ □ □ □ □
Puas Hati/
Satisfy
-3 -2 -1 0 +1 +2 +3
Tidak Puas
Hati/
Unsatisfy
7- Saya berasa ____ dengan aspek
keselamatan membeli-belah atas
talian.
I feel ___ with the online shopping
security
□ □ □ □ □ □ □
351
Gembira/
Happy
-3 -2 -1 0 +1 +2 +3
Sedih/
Sad
8- Saya berasa ____ dengan aspek
keselamatan membeli-belah atas
talian
I feel ___ with the online shopping
security
□ □ □ □ □ □ □
Berguna/
Useful
Tidak -3 -2 -1 0 +1 +2 +3
Berguna/
Useless
9- Saya percaya membeli-belah atas
talian ________
I believe that online shopping is □ □ □ □ □ □ □
Sempurna/
Perfect
Tidak -3 -2 -1 0 +1 +2 +3
Sempurna/
Imperfect
10- Saya percaya membeli-belah atas
talian ________
I believe that online shopping is : __ □ □ □ □ □ □ □
Mudah/
Easy
Sukar/ -3 -2 -1 0 +1 +2 +3
Difficult
11- Saya percaya bahawa membelibelah
atas talian
I believe that online shopping is □ □ □ □ □ □ □
Selamat/
Safe
Tidak -3 -2 -1 0 +1 +2 +3
Selamat/
Unsafe
12- Saya percaya bahawa membelibelah
atas talian
I believe that online shopping is □ □ □ □ □ □ □
Bijak/
Wish
-3 -2 -1 0 +1 +2 +3
Bodoh/
Foolish
13- Saya percaya tindakan membelibelah
atas talian adalah___
I believe that adopting online
shopping is____
□ □ □ □ □ □ □
Berfaedah/
Benificial
Memudaratk -3 -2 -1 0 +1 +2 +3
an/
Harmful
14- Saya percaya tindakan
membeli –belah atas talian adalah__
I believe that adopting online
shopping is____
□ □ □ □ □ □ □
352
Bahagian / Section 3:
Baca soalan dan pilih jawapan yang sesuai dengan pandangan anda. Tanda “√” di kotak □
berkenaan.
Read the question and select the answer that best describes you by putting a “” in the
corresponding □
Peluang
Baik/
Significant
Opportunity
-3 -2 -1 0 +1 +2 +3
Sangat
Berisiko/
Significant
Risk
15-Bagaimana anda menggambarkan
ciri keputusan sama ada membeli
produk daripada laman web peruncit
atau tidak?
How would you characterize the
decision of whether to buy a product
from the Web retailer?
□ □ □ □ □ □ □
Berpotensi
Tinggi untuk
Untung/
High
Potential for
Gain
Berisiko -3 -2 -1 0 +1 +2 +3
Tinggi
untuk Rugi
/
High
Potential
for Loss
16- Bagaimana anda
menggambarkan ciri keputusan sama
ada membeli produk daripada laman
web peruncit atau tidak?
How would you characterize the
decision of whether to buy a product
from the Web retailer?
□ □ □ □ □ □ □
Situasi
Sangat
Positif/
Very Positive
Situation
Situasi -3 -2 -1 0 +1 +2 +3
Sangat
Negatif/
Very
Negative
Situation
17- Bagaimana anda
menggambarkan ciri keputusan sama
ada membeli produk daripada laman
web peruncit atau tidak?
How would you characterize the
decision of whether to buy a product
from the Web retailer?
□ □ □ □ □ □ □
353
Bahagian / Section 4:
Untuk soalan berikut nyatakan sejauh mana anda bersetuju dengan setiap pernyataan dengan
menandakan “√” di kotak □ berkenaan.
In the following questions indicate how much you agree with each statement by putting a “” in
the corresponding □.
STB
Sangat Tidak
Bersetuju
Strongly Disagree
TB
Tidak
Bersetuju
Disagree
ATB
Agak Tidak
Bersetuju
Partially
Disagree
N
Neutral
AB
Agak
Bersetuju
Partially
agree
B
Bersetuju
Agree
SB
Sangat
Bersetuju
Strongly
Agree
SB B AB N ATB TB STB
□ □ □ □ □ □ □
1. Matlamat e-peruncit bukan semata-mata menjual
barangan kepada saya dan membuat keuntungan. Dalam erti
kata lain e-peruncit juga berusaha untuk memuaskan hati
saya
E-retailer is interested in more than just selling me goods
and making a profit. In other word e-retailer tries to make
me happy.
□ □ □ □ □ □ □
2. E-peruncit berusaha sedaya upaya untuk
menyelesaikan masalah perkhidmatan yang mungkin saya
hadapi.
There are no limits to how far e-retailer will go to solve a
service problem I may have.
□ □ □ □ □ □ □
3. E-peruncit benar-benar komited untuk memberi
kepuasan kepada saya
E-retailer is genuinely committed to my satisfaction.
□ □ □ □ □ □ □
4. Kebanyakan daripada apa yang dikata oleh eperuncit
tentang produknya adalah benar.
Most of what e-retailer says about its products is true.
5. Saya rasa e-peruncit membesar-besarkan □ □ □ □ □ □ □
sesetengah dakwaan tentang perkhidmatannya.
354
I think some of e- retailer’s claims about its service are
exaggerated
□ □ □ □ □ □ □
6. Jika e-peruncit membuat sesuatu dakwaan atau janji
tentang produknya, dakwaan atau janji itu mungkin benar.
If e- retailer makes a claim or promise about its product,
it’s probably true
□ □ □ □ □ □ □
7. Berdasarkan pengalaman saya e-peruncit sangat
boleh diharapkan.
In my experience e- retailer is very reliable.
□ □ □ □ □ □ □
8. Saya rasa saya tahu apa yang boleh diharapkan
daripada e-peruncit.
I feel I know what to expect from e-retailer
Bahagian / Section 5:
Pernyataan berikut menyentuh pandangan anda tentang perkhidmatan yang disediakan untuk
anda oleh peruncit Internet. Pohon fikirkan kali terakhir urusan pembelian anda dengan eperuncit.
Bagi setiap pernyataan, bulatkan nombor yang sesuai dengan darjah persetujuan atau
tidak bersetuju anda. Tiada jawapan betul atau salah.
The following statements ask your thoughts about the service provided to you by Internet
retailers. Please think about the last e-retailer that you purchased from. Please circle the
number that best matches how much you agree or disagree with each statement. There are no
rights or wrong answers.
STB
Sangat Tidak
Bersetuju
Strongly Disagree
TB
Tidak
Bersetuju
Disagree
ATB
Agak Tidak
Bersetuju
Partially
Disagree
N
Neutral
AB
Agak
Bersetuju
Partially
agree
B
Bersetuju
Agree
SB
Sangat
Bersetuju
Strongly
Agree
355
SB B AB N ATB TB STB
□ □ □ □ □ □ □
1. Laman web e-peruncit itu memudahkan saya mencari
apa yang saya perlukan.
The e-retailer website makes it easy to find what I need
□ □ □ □ □ □ □
2. Laman web e- peruncit itu memudahkan saya bergerak
ke mana-mana bahagian di dalam laman webnya.
It makes it easy to get anywhere on the e-retailer website
□ □ □ □ □ □ □
3. Laman web e-peruncit itu membolehkan saya
menjalankan sesuatu urusniaga dengan cepat.
It enables me to complete a transaction quickly on the eretailer
website
□ □ □ □ □ □ □
4. Maklumat di laman web e-peruncit itu diatur dengan
baik.
Information at the e-retailer website is well organized
□ □ □ □ □ □ □
5. Laman web e-peruncit memuatkan halaman dengan
pantas.
The e-retailer website loads its pages fast.
□ □ □ □ □ □ □
6. Laman web e-peruncit itu mudah digunakan
The e-retailer website is simple to use
□ □ □ □ □ □ □
7. Laman web e-peruncit itu itu membolehkan saya ke
lamannya dengan cepat
The e-retailer website enables me to get on to it quickly
□ □ □ □ □ □ □
8. Laman web ini diatur dengan baik
This site is well organized
□ □ □ □ □ □ □
9. Laman web e-peruncit itu sentiasa ada untuk berurus
niaga.
356
The e-retailer website is always available for business
□ □ □ □ □ □ □
10. Laman web e-peruncit itu sentiasa lancar.
The e-retailer website launches and runs right away
□ □ □ □ □ □ □
11. Laman web e-peruncit itu sentiasa berfungsi dan tidak
pernah gagal untuk berfungsi
The e-retailer website does not crash
□ □ □ □ □ □ □
12. Muka surat di laman ini tidak “pegun/hang” selepas
saya memasuki maklumat pesanan saya
Pages at this site do not freeze after I enter my order
information
□ □ □ □ □ □ □
13. Laman web e-peruncit membuat penghantaran
tempahan sebagaimana yang dijanjikan
E-retailer website delivers orders when promised
□ □ □ □ □ □ □
14. Laman web e-peruncit mengadakan item untuk
penghantaran dalam tempoh waktu yang sesuai
E-retailer website makes items available for delivery within a
suitable time frame
□ □ □ □ □ □ □
15. Laman web e-peruncit menghantar tempahan saya
dengan kadar segera.
E-retailer website quickly delivers what I order
□ □ □ □ □ □ □
16. Laman web e-peruncit menghantar dengan item yang
ditempah
E-retailer website sends out the items ordered
□ □ □ □ □ □ □
17. Laman web e-peruncit memang mempunyai
simpanan/stok item yang didakwanya ada.
E-retailer website has in stock the items the company claims to
have.
□ □ □ □ □ □ □
18. Laman web e-peruncit bersikap jujur dalam
penawaran produk dan perkhidmatannya
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E-retailer website is truthful about its offerings.
□ □ □ □ □ □ □
19. Laman web e-peruncit membuat janji yang selaras dan
tepat tentang penghantaran produknya.
E-retailer website makes accurate promises about delivery of
products
□ □ □ □ □ □ □
20. Laman web E-retailer melindungi maklumat tentang
tingkah laku pembelian saya.
E-retailer website protects information about my Webshopping
behaviour
□ □ □ □ □ □ □
21. Laman web E-retailer tidak berkongsi maklumat
peribadi saya dengan laman web lain
E-retailer website does not share my personal information with
other websites.
□ □ □ □ □ □ □
22. Laman web E-retailer melindungi maklumat tentang
kad kredit saya
E-retailer website protects information about my credit card
□ □ □ □ □ □ □
23. Laman web E-retailer menyediakan saya pilihan
mudah untuk memulangkan barang-barang.
E-retailer website provides me with convenient options for
returning items.
□ □ □ □ □ □ □
24. Laman web E-retailer mengendalikan pemulangan
produk dengan baik.
E-retailer website handles product returns well.
□ □ □ □ □ □ □
25. Laman web e-peruncit menawarkan jaminan yang
bermakna
E-retailer website offers a meaningful guarantee
□ □ □ □ □ □ □
26. Laman web e-peruncit memberitahu saya tindakan
yang perlu diambil jika urus niaga tidak diproses.
E-retailer website tells me what to do if my transaction is not
processed
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□ □ □ □ □ □ □
27. Laman web e-peruncit menguruskan masalah dengan
segera.
E-retailer website takes care of problems promptly
□ □ □ □ □ □ □
28. Laman web e-peruncit memberi saya imbuhan bagi
masalah yang ditimbulkannya
E-retailer website compensates me for problems it creates
□ □ □ □ □ □ □
29. Laman web e-peruncit memberi saya imbuhan jika apa
yang saya tempah tidak sampai pada masa yang ditetapkan.
E-retailer website compensates me when what I ordered
doesn’t arrive on time
□ □ □ □ □ □ □
30. Laman web e-peruncit mengambil semula item yang
saya mahu kembalikan dari rumah atau pejabat saya
E-retailer website picks up items I want to return from my
home or business
□ □ □ □ □ □ □
31. Laman web e-peruncit menyediakan nombor telefon
untuk menghubungi syarikatnya.
E-retailer website provides a telephone number to reach the
company
□ □ □ □ □ □ □
32. Laman web e-peruncit mempunyai wakil khidmat
pelanggan atas talian.
E-retailer website has customer service representatives
available online
□ □ □ □ □ □ □
33. Laman web e-peruncit menawarkan kemudahan
interaksi secara langsung dengan stafnya jika terdapat sesuatu
masalah.
E-retailer website offers the ability to speak to a live person if
there is a problem
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Bahagian / Section 6:
Untuk soalan berikut nyatakankan sejauh mana anda bersetuju dengan setiap pernyataan dengan
menandakan “√” di kotak berkenaan
Nota untuk soalan 1 hingga 5:
 Orang yang berjawatan tinggi (mereka adalah: Dekan, Rektor, Timbalan Naib Canselor,
Ketua Jabatan dan Pensyarah).
 Orang yang berjawatan rendah (mereka adalah: Kerani, Pegawai Biasa atau Setiausaha).
In the following questions indicate how much you agree with each statement by putting a “”.
Note for question 1 to 5:
 People in higher positions (they are: dean, rector, vice chancellor and lecturer)
 People in lower positions (they are: clerk, normal officer or secretary).
STB
Sangat Tidak
Bersetuju
Strongly Disagree
TB
Tidak
Bersetuju
Disagree
ATB
Agak Tidak
Bersetuju
Partially
Disagree
N
Neutral
AB
Agak
Bersetuju
Partially
agree
B
Bersetuju
Agree
SB
Sangat
Bersetuju
Strongly
Agree
SB B AB N ATB TB STB
□ □ □ □ □ □ □
1. Orang yang berjawatan tinggi seharusnya membuat
kebanyakan daripada keputusan tanpa merujuk kepada oramg
yang berjawatan rendah.
People in higher positions should make most decisions without
consulting people in lower positions.
□ □ □ □ □ □ □
2. Orang yang berjawatan tinggi seharusnya tidak meminta
pandangan orang yang berjawatan rendah.
People in higher positions shouldn’t ask the opinions of people in
lower positions.
□ □ □ □ □ □ □
3. Orang yang berjawatan tinggi seharusnya mengelakkan
interaksi sosial dengan orang yang berjawatan rendah.
People in higher positions should avoid social interaction with
people in lower positions.
4. Orang yang berjawatan rendah seharusnya tidak □ □ □ □ □ □ □
menentang keputusan yang dibuat oleh orang yang berjawatan
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tinggi.
People in lower positions should not disagree with decisions by
people in higher positions.
□ □ □ □ □ □ □
5. Orang yang berjawatan tinggi seharusnya tidak
menyerahkan tugas penting kepada orang yang berjawatan
rendah.
People in higher positions should not delegate important tasks to
people in lower positions.
□ □ □ □ □ □ □
6. Adalah penting arahan yang dihuraikan dengan terperinci
dalam laman web e-peruncit supaya saya sentiasa tahu apa yang
yang seharusnya saya lakukan.
It is important to have instructions in e-retailer website spelled
out in detail so that I always know what I’m expected to do.
□ □ □ □ □ □ □
7. Mengikuti arahan dan prosedur dalam laman web eperuncit
dengan betul sangat penting.
It is important to closely follow instructions and procedures in eretailer
website.
□ □ □ □ □ □ □
8. Undang-undang dan peraturan dalam laman web eperuncit
penting kerana ia membolehkan saya tahu apa yang
diharapkan daripada saya.
Rules and regulations in e-retailer website are important
because they inform me of what is expected of me.
□ □ □ □ □ □ □
9. Prosedur yang seragam dalam laman web e-peruncit
adalah membantu.
Standardized procedures in e-retailer website are helpful.
□ □ □ □ □ □ □
10. Arahan dalam laman web e-peruncit penting.
Instructions in e-retailer website are important.
□ □ □ □ □ □ □
11. Individu harus mengorbankan kepentingan peribadi
untuk kepentingan kumpulan (samaada di sekolah atau di tempat
kerja)
Individuals should sacrifice self-interest for the group (either at
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school or the work place).
□ □ □ □ □ □ □
12. Individu harus terus kekal bersama kumpulannya
walaupun menempuh kesukaran.
Individuals should stick with the group even through difficulties.
□ □ □ □ □ □ □
13. Kebajikan kumpulan lebih penting daripada ganjaran
individu.
Group welfare is more important than individual rewards.
□ □ □ □ □ □ □
14. Kejayaan kumpulan lebih penting daripada kejayaan
individu.
Group success is more important than individual success.
□ □ □ □ □ □ □
15. Individu harus mengambilkira kebajikan kumpulan
mereka terlebih dahulu sebelum mengejar matlamat mereka.
Individuals should only pursue their goals after considering the
welfare of the group.
□ □ □ □ □ □ □
16. Kesetiaan kepada kumpulan harus digalakkan walaupun
individu terpaksa menderita.
Group loyalty should be encouraged even if individual goals
suffer.
□ □ □ □ □ □ □
17. Adalah lebih penting bagi lelaki untuk mempunyai
kerjaya professional berbanding dengan wanita.
It is more important for men to have a professional career than it
is for women.
□ □ □ □ □ □ □
Lelaki seringkali menyelesaikan masalah menggunakan analisis
logik. Wanita seringkali menyelesaikan masalah mengikut gerak
hati.
18.
Men usually solve problems with logical analysis. Women
usually solve problems with intuition.
□ □ □ □ □ □ □
19. Menyelesaikan masalah yang sukar selalunya
memerlukan pendekatan yang aktif dan secara paksa.
Solving difficult problems usually requires an active, forceful
approach, which is typical of men.
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□ □ □ □ □ □ □
20. Terdapat beberapa pekerjaan yang sentiasa dapat
dibuat dengan lebih baik oleh seorang lelaki berbanding seorang
wanita.
There are some jobs that a man can always do better than a
woman.
SB B AB N ATB TB STB
□ □ □ □ □ □ □
21. Menguruskan wang dengan cermat adalah penting.
Careful management of money is important
□ □ □ □ □ □ □
22. Adalah penting terus berusaha dengan penuh
keazaman walaupun menerima tentangan
It is important to go on resolutely even when there is
opposition
□ □ □ □ □ □ □
23. Peribadi yang mantap dan stabil adalah penting.
Personal steadiness and stability are important
□ □ □ □ □ □ □
24. Adalah penting membuat perancangan jangka
panjang
It is important to plan for the long-term
□ □ □ □ □ □ □
25. Mengorbankan keseronokan hari ini untuk
kejayaan masa depan adalah penting.
Giving up today’s fun for success in the future is important
□ □ □ □ □ □ □
26. Adalah penting bekerja keras untuk kejayaan masa
depan
It is important to work hard for success in the future
Soal-selidik tamat
Terima Kasih Atas Kerjasama Anda / Thank You for Your Cooperation
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