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of ten risk perception question items for each type of payment method, i.e. cash, credit card and EFTPoS. The ten items, which were developed from previous studies, cover the five dimensions of perceived risk, namely, physical risk (items 1 and 6), performance risk (items 2 and 7), financial risk (items 3 and 8), psychological risk (items 4 and 9) and time loss risk (items 5 and 10). For each risk dimension, one of the two items will be a positive statement and the other a negative statement. The negative statements were used to ensure reliability of the data collected and their results will be re-coded and added to those of positive statements to find the average score. For each of the 60 (five risk dimensions ´ two items ´ three payment methods ´ two purchase amounts) items, all respondents were asked to rate on a six-point bipolar scale whether they would agree or disagree with the statement made. The third part is designed to obtain demographic data from the respondents such as age, sex, marital status, education, annual personal income, position and type of business involved. The two products chosen in this research are clothing and 20-inch television sets which act as examples of small purchase and large purchase respectively. The criterion in choosing these two products is mainly based on the dollar value of the two products and their common availability in department stores. The average value of clothing (not fashion) in a department store is about HK$300-$500 (about US$38-$64). The value of HK$300 amounts to about 5 per cent of the average monthly income of Hong Kong young people (around HK$6,000), who are the target for this research. On the other hand, the average sum of a 20-inch television set is about HK$3,000 (about US$385) which will be about 50 per cent of the monthly income of young people in Hong Kong. Sample Chosen and Pre-testing of Questionnaire As Ho et al. (1989) found that EFTPoS users tend to be younger and better educated, the target group of this study was therefore focused on consumers who were between the ages of 20 and 30. As it was not possible to obtain a list of all cardholders in Hong Kong, a convenience sampling method was therefore employed and respondents were selected in department stores and fast-food restaurants located in high traffic areas. In order to avoid bias in timing, interviews were conducted at different times of the day and on Monday, Wednesday and Friday. Two separate pre-tests of the questionnaire were conducted during the initial phase of the survey. Each pre-test consisted of six respondents who were chosen randomly from the MBA student population in the Chinese University of Hong Kong. The first pre-test was |
