Posted: November 16th, 2015

How to build brand image in e-commerce?

The factors affect consumer perceived online shopping mall value in China: How to build brand image in e-commerce?

Please read each question carefully and indicate your response by selecting the most appropriate choice.

1.    Gender: Male ( ) Female ()

2.    Age ( )

3.    Education level
Bachelor’s Degree (    ) Master Degree (    ) PhD Degree (    )

4.    Monthly income (RMB):
Less than Rs.2000 (    ) 2000-5000 (    ) 5000-10000 (    )
10000-40000 (    ) More than 40000 (    )

5.    Have you ever had online shopping?
Yes (    ) No (    )

6.    How many times did you have online shopping during last one year?
1-5 (    ) 5-10 (    ) 11-20 (    ) more than 20 (    )

7.    What type of commodity did you purchase through online shopping?

8.    Have you felt any problem while conducting online purchase?
Yes (    ) No (    )

9.    If yes, what kind of problem?
Delay in delivery (    ) Cheap quality of product (    )
Product damage (    )  Non-delivery (    )
Others , Please specify (    )

10.    How often do you use internet every day?
Less than one hour (    )  1-2 hours (    )
2-3 hours  (    )  3-4 hours (    )
More than 4 hours (    )

11.     How often do you use internet for shopping?
Very often (    )  often (    )
sometimes (    )  rarely (    )

12.    Do you use internet prior to a purchase for collecting information?
Yes (    )  No (    )

13.     Select an approximate amount you would spend on a single online purchase (RMB):
Less than 1000 (    ) 1000-3000 (    )
3000-5000 (    ) 5000-10000 (    )  More than 10000 (    )

14.    Select an approximate maximum amount you would spend per year on online purchase (RMB):
Less than 1000 (    ) 1000-5000 (    )
5000-10000 (    ) 10000-20000 (    )  More than 20000 (     )

15.     How important are each of the following factors in refraining you from shopping from these shopping brands (like Taobao, Amazon, JD).
Very important (1) Important (2) Indifferent (3) Unimportant (4)
Very unimportant (5)
a. Waiting to receive the product (Please give a score between 1-5 as indicated above, the same for b-j)
b. Risk of credit card transactions (     )
c. Risk of identity theft (    )
d. Difficulty in returning products/items (    )
e. Risk of not getting what I paid for (    )
f. Risk of losing privacy (    )
g. Not skillful with internet (    )
h. Lack of trust worthiness of vendors (    )
i. Complex compared to traditional shopping (    )
j. Not being able to touch products (    )
16. From which website you did you online purchase? (can be multiple answers)
Taobao (    ) JD (    ) Amazon(    ) others (please specify which website:       )
17. How do you feel the products (from Taobao, JD, Amazon) compared with those of products from other online shopping websites/brands?
18. How often do you purchases products from the brand/website you like?
Less than 1 time per week (   )
1-5 times per week (   )
5-10 times per week (    )
More than 10 times (    )
19. How long have you been buying from this website?
Less than 1 year (    )  1-3 years (    ) More than 3 years (    )
20. What is(are) your reason(s) of purchasing from these brands/ websites? (You can choose more than ONE option)
Reasonable price (    )
Brand name (    )
Quality (    )
Others, please specify (    )
21. Which of the following media will attract your attention to the brands/websites?
Televisions (    ) Radio (    ) Newspaper (    ) websites (    )
22.In what aspects you think the websites you do online shopping is more impressive than others?(Can choose more than ONE option)
Marketing/ advertising (    )  Quality (    )  Word of mouth (    )

For the questions below, please give a score between 0-100, 0 means you completely do not agree, do not feel so, do not recognize (or you have a negative attitude), 100 means you completely agree, feel so and do recognize (or you have a positive attitude).
23. You have a clear understanding on this website/brand  (Please give a score ___)
24. Symbol of the brand can build recognition to me (Please give a score ___)
25. This brand/website comes to my mind at first when mentions online shopping  (Please give a score ___)
26. I like this website/brand very much (Please give a score ___)
27. I am satisfied with website/brand quality (Please give a score ___)
28. The product quality of this brand/website is good  (Please give a score ___)
29. I recognize this brand when I have a need of online purchase  (Please give a score ___)
30. The website/brand image is outstanding and gives me a good impression (Please give a score ___)
31. The values of this wensite/brand give you confidence to its products (Please give a score ___)
32. Product attributes can fulfill your functional and emotional needs (Please give a score ___)
33. Use of this website/brand can express your personality (Please give a score ___)
34. This brand provides a variety of products (Please give a score ___)
35. This is the leading brand in the market (Please give a score ___)
36. You will purchase when this website/brand launch new product (Please give a score ___)
37.The website/brand you choose is different from other online shopping websites/brands (Please give a score ___)
38. This website/brand is your first choice (Please give a score ___)
39. You are satisfied with this website/brand but you will try other brand next time (Please give a score ___)
40. You are pleased to repurchase this brand (Please give a score ___)
41. You will buy from this brand/website even no advertisement (Please give a score ___)

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