Pilot Study

89 a pilot study before the main survey takes place. For this study, it is essential for the respondents to understand the description of each identified retail website feature. The main purpose of this pilot study is to test the structure and wording of the questionnaire and make sure everyone can understand the statements and perceive them in the same way (Table 7.2 shows the pilot and final version of the descriptions of retail website features). It did not aim to validate data to test the theory. The questionnaire was piloted with colleagues at the university, as well as friends as general online consumers. Comments were collected and applied to modify the questionnaire.

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Name Description of Retail Website Feature

Pilot Final

1. keyword Enables you to search for products with key words or catalogue numbers

The website enables you to search for products with key words or catalogue numbers.

2. category Enables you to browse products in detailed categories/departments

The website enables you to browse products in detailed categories/departments.

3. interactive

Has interactive functions (e.g. auto drop down list of categories, suggestions of keywords when typing in search box, auto zoom in/out when mouse over pictures)

The website provides interactive functions (auto drop-down list of categories, suggestions of key words when typing in search box, auto zoom in/out when mouse over pictures, etc.). 4. suggest

alternative

Suggests alternative products (which you may buy instead of the one you are browsing)

The website automatically suggests alternative products (which you may buy instead of the one you are browsing).

5. suggest additional

Suggests accessories of products (which you may buy together with the one you are browsing)

The website automatically suggests additional products (such as similar style products or accessories which you may buy together with the one you are browsing).

6. highlight offer

Highlights products on special offer The website highlights products on special offers. 7. filter Enables you to filter/select a list of products by pre-set

attributes (e.g. brand, colour, size, etc.)

The website enables you to filter / select a list of products by pre-set attributes (brand, colour, size, etc.).

8. sort Enables you to sort a list of products into order (e.g. by price, by popularity, by relevance, etc.)

The website enables you to sort a list of products into order (by price, by popularity, by relevance, etc.).

9. show number

Enables you to choose how many products to show on one page (e.g. 20, 50, all, etc.)

The website enables you to choose how many products to show on one page (20, 50, all, etc.).

10. compare

Enables you to list the detailed specifications of a few selected products for comparison (usually available with technical products, e.g. laptops, digital cameras, etc.)

The website enables you to compare the detailed specifications of selected products on one page.

11. save address

Enables you to save your address details with your account The website enables you to save your address details with your account.

12. save payment

Enables you save your payment details (e.g. credit/debit card, PayPal account, etc.) with your account

The website enables you to save your payment details (credit / debit card, PayPal account, etc.).

13. express checkout

Enables you to make one-click/express payments using your saved address and payment details

The website enables you to make one-click / express payments using your saved address and payment details.

14. 3rd _party

checkout

Directs you to third-party websites (e.g. PayPal, Google Checkout, WorldPay, NoChex, etc.) to make payments

The website provides you an option to make payment through a website that is not operated by your bank (PayPal, Google Checkout, NoChex, etc.).

15. pay offline

Accepts payments by telephone, post, at local stores, or through any other offline channels

The website accepts payments by telephone, post, at local stores, or through any other offline channels.

16. FAQs Provides FAQs (Frequently Asked Questions) sections for you to find quick answers to your enquiries

The website provides information sections (FAQs, Help, etc.) for you to find quick answers to questions.

17. email/form

Enables you to make enquiries by email or by filling an online enquiry form

The website enables you to make enquiries by email or filling an online enquiry form.

18. live chat Enables you to perform a live chat with customer service agents through instant messenger services

The website enables you to make enquiry by live chat (via typing) with customer service agents.

19. forum

Provides an online forum where you can discuss relevant issues with customer service agents as well as other customers

The website provides an online forum where you you can discuss (via typing) relevant issues with customer service agents as well as other customers.

20. ask offline Accepts enquiries by telephone, post, at local stores, or through any other offline channels

The website accepts enquiries by telephone, post, at local stores, or through any other offline channels.

Table 7.2 Study 3 Description of Retail Website Features

(see Appendix D on page 211 and Appendix E on page 215 for a full version of online questionnaires used in the pilot study and the main study)

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