5.5 RESEARCH INSTRUMENT, DEFINITION AND SCALES
5.5.7 Measuring Behavioural Intention
To measure the behavioural intention construct, the current research developed a modified version based on Fiore and Jin’s (2003), Kim et al.’s (2007) and Lee et
al.’s (2006) scales. See Table 5.8. This research defines behavioural intention as users’ willingness to purchase from the 3D or 2D sites.
103 Table 5.8 Measuring behavioural intention construct
Question before re- wording
Question after re-wording Source(s).
Assuming the product on the website suits your taste or needs, how willing would you be to purchase products from this online apparel store?
Assuming the product on the website suits your taste or needs, how willing would you be to purchase a laptop from this online store?
Fiore and Jin (2003)
After seeing the website, how likely is it that you would buy clothes from this online store?
After seeing the website, how likely is it that you would buy a laptop from this online store?
Fiore and Jin (2003);
Fiore et al. (2005a)
I would be willing to purchase clothes through this online store.
I would be willing to buy a laptop through this online store.
Fiore and Jin (2003)
Fiore et al. (2005a)
I intend to buy clothes from this online store.
I intend to buy a laptop from this online store.
Fiore and Jin (2003)
I would be willing to recommend this online retailer to my friends.
I would be willing to
recommend this online retailer to my friends.
Lee et al. (2006)
In the future, I would very probably shop at this online retailer.
In the future, I would very probably shop at this online retailer.
Kim et al.
(2007); Lee et
al. (2006) I would visit this online
retailer again.
I would visit this online retailer again.
104 Table 5.9 Construct definition and operational definition
Research hypotheses Construct Conceptual definition Operational definition
3D telepresence vs 3D authenticity (Questionnaire 1)
H1: On the online retailer’s
website, 3D authenticity has a greater effect on users than does 3D telepresence.
3D authenticity
3D telepresence
A psychological state in which virtual objects presented in 3D in a computer-mediated environment are perceived as actual objects in a sensory way (the author).
The illusion of “being there” in a mediated environment. Based on Biocca (1997); Coyle and Thorson (2001).
3D authenticity is measured by the extent of agreement with statements in a 5-point Likert scale about the authenticity of the 3D site.
3D telepresence is measured by the extent of agreement with statements in a 5-point Likert scale about the telepresence of the 3D site.
3D vs 2D virtual experiences (Questionnaire 1)
H2: Compared to static pictures
(2D) in a retailer website, 3D visualisation produces different hedonic value for consumers.
3D Hedonic
2D Hedonic
Using 3D product visualisation to reflect shopping potential entertainment and emotional worth. Based on Babin et al. (1994, p.646) and Holbrook and Hirschman (1982).
Using 2D product visualisation to reflect shopping potential entertainment and emotional worth. Based on Babin et al. (1994, p.646) and Holbrook and Hirschman (1982).
3D hedonic is measured by the extent of agreement with statements in a 5-point Likert scale about hedonic of the 3D site.
2D hedonic is measured by the extent of agreement with statements in a 5-point Likert scale about hedonic of the 2D site.
H3: Compared to static pictures
(2D) in a retailer website, 3D visualisation produces the same utilitarian value for consumers.
3D Utilitarian
2D Utilitarian
3D product visualisation ability to reflect shopping with a work mentality. Based on Babin et al. (1994, p.646) and Holbrook and Hirschman (1982).
2D product visualisation ability to reflect shopping with a work mentality. Based on Babin et al. (1994, p.646) and Holbrook and
3D utilitarian is measured by the extent of agreement with statements in a 5-point Likert scale about utilitarian of the 3D site. 2D utilitarian is measured by the extent of agreement with statements in a 5-point Likert scale about utilitarian of the 2D site.
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Hirschman (1982).
The effects of the progressive levels of control and animated colours on 3D authenticity (Questionnaire 2)
H4: 3D authenticity will increase as
levels of user control and animated colours in a retailer website increase.
3D authenticity As defined above.
3D authenticity is measured by the extent of agreement with statements in a 5-point Likert scale about the authenticity of the 3D site.
The effects of the progressive levels of 3D hedonic and utilitarian values on behavioural intention (Questionnaire 2)
H5: Behavioural intention towards
the online retailer will increase as levels of 3D hedonic and utilitarian values increase.
Behavioural intention
Users’ willingness to purchase from the online retailer.
Behavioural intention is measured by the extent of agreement with statements in a 5- point Likert scale about behavioural intention towards the 3D site.
The online S-O-R framework (Questionnaire 1)
H6a: A high level of control of 3D
product visualisation increases 3D authenticity.
Control
3D Authenticity
Users’ ability to customise and choose the contents of the virtual model (i.e., 3D product visualisation), users’ ability to rotate, zoom in or out the product in the virtual model and the ability of the virtual model (3D) to respond to participants’ orders properly. Based on Ariely (2000).
As defined above.
Control is measured by the extent of agreement with statements in a 5-point Likert scale about controllability of the 3D site.
As defined above.
H6b: A high level of 3D animated
colours increases perceived
authenticity.
3D animated colour
3D Authenticity
Users’ ability to see the 3D products with different animated skins.
As defined above.
Colours are measured by the extent of agreement with statements in a 5-point Likert scale about colourability of the 3D site.
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H6c: A high level of 3D animated
colours increases control.
3D animated colour Control As defined above. As defined above. As defined above. As defined above. H6d: 3D authenticity in a retailer
website will positively affect
website use for utilitarian value.
3D authenticity Utilitarian value As defined above. As defined above. As defined above. As defined above. H6e: 3D authenticity in a retailer
website will positively affect
website use for hedonic value.
3D authenticity Hedonic value As defined above. As defined above. As defined above. As defined above.
H6f: The relationship between 3D
authenticity and behavioural
intention is positive. 3D authenticity Behavioural intention As defined above. As defined above. As defined above.
Behavioural intention is measured by the extent of agreement with statements in a 5- point Likert scale about behavioural intention towards the 3D site.
H6g: The relationship between
utilitarian value and behavioural intention is positive. Hedonic value Behavioural intention As defined above. As defined above. As defined above. As defined above.
H6h: The relationship between
hedonic value and behavioural intention is positive Utilitarian value Behavioural intention As defined above. As defined above. As defined above. As defined above.
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