appendix i: survey’s questions - springer978-3-642-18390-4/1.pdf · yes, change no, not change...

Appendix I: Survey’s Questions

In this section all survey questions are described in detail, following this schema:

Survey questiondetail

Explanation

Question The question as it appears on the English questionnaire (see Appendix II)Response type The type of possibilities given to the user: open answer, closed answer, single/

multiple answerResponseoptions

The response options as they appear on the English questionnaire (seeAppendix II) are reproduced

Explanation A short explanation on why this question makes part of the survey is given.This text did not appear in respondent questionnaires

Question 1

Question AgeResponse type Open answerExplanation This detail is asked for checking the representativeness of the sample and for an

analysis of the effect of respondent’s age

Question 2

Question SexResponse type Closed answer, single answerResponseoptions

MaleFemale

Explanation This detail is asked for checking the representativeness of the sample and for ananalysis of the effect of respondent’s sex

Question 3

Question OccupationResponse type Closed answer, single answerResponseoptions

StudentEmployedOther

Explanation This detail is asked for checking the representativeness of the sample and toavoid an unbalanced sample towards students. Furthermore, it is asked for ananalysis of the effect of respondent’s occupation

(continued)

57

Question 4

Question Use of internetResponse type Closed answer, single answer to any of the subquestionsSubquestion 1 At homeResponseoptions

YesIn the futureno

Subquestion 2 At work/universityResponseoptions

YesIn the futureNo

Subquestion 3 Internet cafeResponseoptions

YesIn the futureNo

Subquestion 4 Mobile phone:Responseoptions

YesIn the futureNo

Explanation These details are asked for an analysis of the different relations involving theuse of Internet of the respondentsAll respondents answering ‘‘no’’ to all four subquestions are asked to continuethe answering of the questionnaire from question 12, because all questions fromnumber 5 to 11 are specifically addressed to people who are using or areplanning to use the Internet

Question 5

Question What are you using internet for?Response type Closed answer, multiple answersResponseoptions

To surfTo chat, write e-mailsTo book a hotel or a holidayFor online-shoppingFor online-bankingI have not used internet yet

Explanation These details are asked for an analysis of the different relations involving theuse of the Internet of the respondentsThe option ‘‘I have not used internet yet’’ is not necessary, since respondentswho have never used the Internet were asked to go to question 12. However, itis included the rare case of respondents not following the instructions properly

Question 6

Question Please tick what applies to youResponsetype

Closed answer, single answer

Responseoptions

I shop onlineI intend to shop online in the futureI may shop online in the futureI will never shop online

(continued)

(continued)

58 Appendix I: Survey’s Questions

(continued)Explanation This detail is asked for an analysis of the different relations involving the

online-shopping behaviour or intention of the respondentsWhile for the Italian and German text there are no ambiguities, the supervisorwas always ready to explain that ‘‘intend to shop’’ answer means a strongerintention than ‘‘may shop’’ answer

Question 7

Question If you ticked ‘‘I will never shop online’’, would you shop in at least one of thefollowing cases?

Response type Closed answer, multiple answersResponseoptions

if the product were to cost more than 50% less than in a traditional shopif the product were not available in a traditional shopno, I would never shop online

Explanation This question is asked in order to verify whether the respondent who answered‘‘I will never shop online’’ in the preceding questions would consider shoppingonline under certain circumstances. If the respondent confirms having nointention to shop online, he is asked to go on with the questionnaire fromquestion 12, because all questions from number 8 to 11 are specificallyaddressed to people who are shopping or intend to/may shop online in the futureThe option ‘‘no, I would never shop online’’ is not necessary. However, it isincluded in case of respondents wrongly believing this to be a single responsequestion

Question 8

Question Why do you shop online or intend to shop online in the future?Response type Closed answer, multiple answersResponseoptions

For convenienceFor low pricesTo try out new technologiesBecause I am not able to find the product in a traditional shop

Explanation These details are asked for an analysis of the different relations involving theonline-shopping behaviour of the respondents

Question 9

Question Would you like to personalize a product online? (i.e. individually choosecolour, size, writings, pattern, logos, material and so on)

Response type Closed answer, single answerResponseoptions

YesProbably yesProbably noNo

Explanation This detail is asked for an analysis of the different relations involving the desireof the respondents to personalize a product online. Moreover, this question aimsat finding out whether the respondents would like to personalize a productonline

Between questions 8 and 9 a brief description of what is Mass Customizationwas provided to the respondent, together with a colour screenshot from Nike’swebsite where the customization choices for a shoe is clearly displayed.

Appendix I: Survey’s Questions 59

Question 10

Question Would you prefer to buy the product of a company that offers masscustomization (see question 9) rather than of a company that does not offermass customization?


YesNo

Explanation This question aims at finding out whether the respondents would prefer to buy aproduct of a company that offers mass customization rather than of a companythat does not offer mass customization

Question 11

Question Referring to the last product you bought online: Would you rather have boughtthe product on a website that offers you the possibility to personalize theproduct than on the original website?


I have not shopped online yetYes, with identical delivery timeYes, if the delivery time were no longer than one additional dayYes, if the delivery time were no longer than seven additional daysNo, I would have bought the product anyway at the original website

Explanation This question aims at finding out whether people would prefer to shop on awebsite that offers mass customization rather than on a website that does notoffer mass customization and how flexible the respondents are in terms ofextension of the delivery time

Question 12

Question Referring to the last product you bought in a traditional shop for more than 10€/15 $: Would you rather have bought the product in a shop that offers you thepossibility to personalize the product than in the original shop?


Yes, if the product were available immediatelyYes, if the product were available after one dayYes, if the product were available after seven daysNo, I would have bought the product anyway in the original shop

Explanation This question aims at finding out whether people would prefer to shop in a storethat offers mass customization rather than in a store that does not offer masscustomization and how flexible the respondents are in terms of waiting period

Question 13

Question If you could find a similar product (identical price and identical quality) of abrand that offers personalization, would you abandon your old brand andchange? Please tick what applies to you for each category

Response type Closed answer, single answer to each subquestionSubquestion 1 FootwearResponseoptions

Yes, changeNo, not change

Subquestion 2 ClothingResponseoptions


Subquestion 3 Sports equipment

(continued)

60 Appendix I: Survey’s Questions

(continued)Responseoptions


Subquestion 4 ComputersResponseoptions


Subquestion 5 DinnerwareResponseoptions


Subquestion 6 ToysResponseoptions


Subquestion 7 PresentsResponseoptions


Explanation This question aims at finding out how flexible are people with respect to brandchanging when faced with the advantage of mass customization. The question isdivided into seven subquestions in order to be able to differentiate betweenvarious product categories

Appendix I: Survey’s Questions 61

Appendix II: English Questionnaire

63

64 Appendix II: English Questionnaire

Appendix II: English Questionnaire 65

Appendix III: German Questionnaire

67

68 Appendix III: German Questionnaire

Appendix III: German Questionnaire 69

Appendix IV: Italian Questionnaire

71

72 Appendix IV: Italian Questionnaire

Appendix IV: Italian Questionnaire 73

Appendix V: Questionnaire’s Answers

Frequency Percentage Cumulative

NationalityItaly 389 69.3 69.3Germany 47 8.4 77.7Austria 69 12.3 90.0Switzerland 19 3.4 93.4Portugal 1 0.2 93.6Russia 3 0.5 94.1France 2 0.4 94.5Spain 2 0.4 94.8Czech Republic 1 0.2 95.0Slovakia 2 0.4 95.4Sweden 19 3.4 98.8Netherlands 2 0.4 99.1Bulgaria 2 0.4 99.5United Kingdom 2 0.4 99.8Poland 1 0.2 100.0Total 561 100.0

Age16 15 2.7 2717 6 1.1 3.818 12 2.2 5.919 16 2.9 8.820 28 5.0 13.821 32 5.7 19.522 33 5.9 25.423 31 5.6 31.024 26 4.7 35.725 27 4.8 40.526 22 3.9 44.4

(continued)

75

76 Appendix V: Questionnaire’s Answers

(continued)


27 15 2.7 47.128 19 3.4 50.529 13 2.3 52.930 15 2.7 55.631 13 2.3 57.932 3 .5 58.433 17 3.0 61.534 13 2.3 63.835 14 2.5 66.336 10 1.8 68.137 11 2.0 70.138 9 1.6 71.739 8 1.4 73.140 14 2.5 75.641 9 1.6 77.242 11 2.0 79.243 12 2.2 81.444 2 0.4 81.745 13 2.3 84.146 8 1.4 85.547 5 0.9 86.448 13 2.3 88.749 7 1.3 90.050 8 1.4 91.451 6 1.1 92.552 6 1.1 93.553 7 1.3 94.854 3 0.5 95.355 5 0.9 96.256 3 0.5 96.857 2 0.4 97.158 1 0.2 97.360 1 0.2 97.561 4 0.7 98.262 2 0.4 98.665 2 0.4 98.966 1 0.2 99.170 3 0.5 99.683 1 0.2 99.886 1 0.2 100.0Total 558 100.0

SexFemale 275 49.2 49.2Male 284 50.8 100.0

(continued)

Appendix V: Questionnaire’s Answers 77

(continued)


Total 559 100.0OccupationStudent 133 25.3 25.3Employed 356 67.8 93.1Other 36 6.9 100.0Total 525 100.0

Use Internet at homeYes 437 81.1 81.1In the future 32 5.9 87.0No 70 13.0 100.0Total 539 100.0

Use Internet at work/universityYes 419 82.8 82.8In the future 12 2.4 85.2No 75 14.8 100.0Total 506 100.0

Use Internet at Internet cafesYes 74 17.7 17.7In the future 12 2.9 20.6No 332 79.4 100.0Total 418 100.0

Use Internet with mobile phoneYes 83 19.2 19.2In the future 35 8.1 27.3No 315 72.7 100.0Total 433 100.0

To surfYes 452 85.3 85.3No 78 14.7 100.0Total 530 100.0

To chat, write e-mailsYes 441 83.2 83.2No 89 16.8 100.0Total 530 100.0

To book a hotel or a holidayYes 290 54.7 54.7No 240 45.3 100.0Total 530 100.0

For online-shoppingYes 244 46.0 46.0No 286 54.0 100.0

(continued)


(continued)


Total 530 100.0For online-bankingYes 278 52.5 52.5No 252 47.5 100.0Total 530 100.0

Have not used Internet yetYes 7 1.3 1.3No 523 98.7 100.0Total 530 100.0

Shops onlineShops online 250 48.1 48.1Intends to shop online in the future 37 7.1 55.2May shop online in the future 160 30.8 86.0Will never shop online 73 14.0 100.0Total 520 100.0

Would shop online with discount of 50%Yes 18 24.7 24.7No 55 75.3 100.0Total 73 100.0

Would shop online if product not available in shopsYes 14 19.2 19.2No 59 80.8 100.0Total 73 100.0

Would never shop onlineYes 44 60.3 60.3No 29 39.7 100.0Total 73 100.0

Shops online for convenienceYes 235 48.4 48.4No 251 51.6 100,0Total 486 100.0

Shops online for low pricesYes 315 64.8 64.8No 171 35.2 100.0Total 486 100.0

Shops online to try new technologiesYes 58 11.9 11.9No 428 88.1 100.0

(continued)

Appendix V: Questionnaire’s Answers 79

(continued)


Total 486 100.0Shop online because product not available in shopsYes 253 52.1 52.1No 233 47.9 100.0Total 486 100.0

Would like to personalizeYes 201 42.7 42.7Probably Yes 185 39.3 82.0Probably No 49 10.4 92.4No 36 7.6 100.0Total 471 100.0

Would prefer MC companyYes 382 82.5 82.5No 81 17.5 100.0Total 463 100.0

Would buy by MC-online companyYes with identical delivery time 101 32.8 32.8Yes if one additional day 40 13.0 45.8Yes if seven additional days 65 21.1 66.9No 102 33.1 100.0Total 308 100.0

Would buy by MC companyYes if available immediately 188 35.5 35.5Yes if available after one day 73 13.8 49.2Yes if available after seven days 83 15.7 64.9No 186 35.1 100.0Total 530 100.0

Change footware companyYes 312 60.0 60.0No 208 40.0 100.0Total 520 100.0

Change clothing companyYes 360 68.3 68.3No 167 31.7 100.0Total 527 100.0

Change sports equipment companyYes 266 52.7 52.7No 239 47.3 100.0Total 505 100.0

Change computers companyYes 279 54.5 54.5No 233 45.5 100.0

(continued)


(continued)


Total 512 100.0Change dinnerware companyYes 244 49.5 49.5No 249 50.5 100.0Total 493 100.0

Change toys companyYes 246 49.7 49.7No 249 50.3 100.0Total 495 100.0

Change presents companyYes 380 73.9 73.9No 134 26.1 100.0Total 514 100.0

appendix i: survey’s questions - springer978-3-642-18390-4/1.pdf · yes, change no, not change...

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