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Online shopping drivers and barriers for older adults: Age and gender
differences
Jiunn-Woei Lian a,1, David C. Yen b,
a
b
Department of Information Management, National Taichung University of Science and Technology, 129 Sec. 3, San-min Rd., Taichung 40401, Taiwan
School of Economics and Business, 226 Netzer Administration Bldg., SUNY College at Oneonta, Oneonta, NY 13820, United States
a r t i c l e
i n f o
Article history:
Available online 21 May 2014
Keywords:
Older adults
Online shopping
Unied Theory of Acceptance and Use of
Technology (UTAUT)
Innovation resistance theory
a b s t r a c t
The use of the Internet by older adults is growing at a substantial rate. They are becoming an increasingly
important potential market for electronic commerce. However, previous researchers and practitioners
have focused mainly on the youth market and paid less attention to issues related to the online behaviors
of older consumers. To bridge the gap, the purpose of this study is to increase a better understanding of
the drivers and barriers affecting older consumers intention to shop online. To this end, this study is
developed by integrating the Unied Theory of Acceptance and Use of Technology (UTAUT) and innovation resistance theory. By comparing younger consumers with their older counterparts, in terms of gender the ndings indicate that the major factors driving older adults toward online shopping are
performance expectation and social inuence which is the same with younger. On the other hand, the
major barriers include value, risk, and tradition which is different from younger. Consequently, it is notable that older adults show no gender differences in regards to the drivers and barriers.
2014 Elsevier Ltd. All rights reserved.
1. Introduction
The digital divide report conducted by the Taiwanese governments Research, Development and Evaluation Commission indicated that the number of older adults online has grown
dramatically since 2010 and the growth rate is strongest among
those between the ages of 51 and 60 (Research, Development
and Evaluation Commission, Executive Yuan, Taiwan, 2012). Not
surprisingly, other countries besides Taiwan have reported a similar situation (Zickuhr & Coordinator, 2010). The Pew Internet &
American Life Project 2010 report published by the Pew Research
Center (Zickuhr & Coordinator, 2010), noted that although the
young are more active online than their older counterparts, the
online skills of older adults are becoming more and more sophisticated like those of the young. In other words, older adults tend to
be increasingly active online in the future. Online activities are also
showing more similarity between the different age groups. A comparison of data published in 2008 and 2010 indicated that the age
group showing the highest increase in the use of online social communities (from 4% to 16%) was adults over age 74 (Zickuhr &
Coordinator, 2010).
Corresponding author. Tel.: +1 607 436 3458 (O); fax: +1 607 436 2543.
E-mail addresses: jwlian@nutc.edu.tw (J.-W. Lian), David.Yen@oneonta.edu
(D.C. Yen).
1
Tel.: +886 4 22196600 (O); fax: +886 4 22196311.
http://dx.doi.org/10.1016/j.chb.2014.04.028
0747-5632/ 2014 Elsevier Ltd. All rights reserved.
134
to be their target market and ignore the potential of the older adult
market while focusing on the high pressure competition for younger online customers. Finally, Chen and Chan (2011) indicated that
although Technology Acceptance Model (TAM) is useful to understand technology acceptance by older adults but it is insufcient,
additional variables are required to understand this issue better.
Therefore, innovation resistance related variables are employed in
present study. Based on the foregoing reasons, the purpose of this
study is to increase a better understanding of the drivers and barriers affecting older consumers intention to shop online in order to
ll up the research gap.
2. Literature review
2.1. Factors driving older adults to use e-commerce
Studies about the online behaviors of older adults are rare.
Related studies such as Reisenwitz et al. (2007) found that the
elderly in America (over age 65) who have a higher tendency
toward nostalgia will less frequently use the Internet or shop
online, and they get less enjoyment out of it. The study also indicated that personal innovativeness will affect online behaviors
such as use frequency, online shopping adoption, and use for pleasure. Older adults experiences on the Internet will affect their
evaluation of the risks involved with using the Internet. Kwon
and Noh (2010) studied online clothes-shopping behavior among
older American consumers (those born before 1964) and found
that consumers perceptions of product benets, price discount,
and nancial risk will affect their intention to shop for clothing
online. They also found that the older consumers perceptions of
risk and benets will be affected by their previous online shopping
experiences. However, it was noted that age and online experience
did not strongly affect online shopping intentions.
Integrating the TAM and the concept of trust, McCloskey (2006)
studied older Americans attitudes toward participating in e-commerce activities and found that website usefulness and user trust
(regarding the website) positively affects user behavior. In addition, ease of use also affects users perceptions of usefulness.
Finally, trust affects users perceptions of usefulness and ease of
use. This study found that the TAM model is still useful for understanding the online shopping usage, but the relationships between
the variables are different for older adults. Ryu, Kim, and Lee
(2009) also based their study on the TAM and integrated variables
pertinent to older adults in order to understand the critical factors
affecting the willingness of adults over 50 to participate in the
Video User-Created Content (Video UCC). They found that perceived benets, ease of participation, and enjoyment directly affect
participants behaviors. Variables specic to older adults which
also act as critical factors include health condition self-assessments, life course events, available resources, previous related
experiences, and computer anxiety.
Pfeil, Arjan, and Zaphiris (2009) compared online social community behaviors between younger (1319 years old) and older
(over 60) users and discovered a social capital divide between
these two groups. Compared with the older group, younger users
have more friends online and most of whom are peers (within
two years of the users age, plus or minus). On the other hand,
though older adults have fewer online friends, the age distribution
of those friends is wider. They also indicated that younger users
like to use a wider variety of media, express themselves more,
and use more negative words than their older counterparts (Pfeil
et al., 2009). Above literatures are summarized in Table 1. From
Table 1, we can nd that although many studies have engaged in
understanding computer and the Internet use by older adults
(Wagner et al., 2010), but fewer studies related to EC activities
are conducted.
Table 1
Factors driving older adults to use E-commerce.
Author(s)/
year
Online activities
Driver
McCloskey
(2006)
Reisenwitz
et al.
(2007)
Ryu et al.
(2009)
Participating in
e-commerce activities
Use the Internet and shop
online
Pfeil et al.
(2009)
Kwon and
Noh
(2010)
135
(5) Tradition: The tradition barrier comes into play when the
innovation changes the users existing culture and comes
into conict with it. The greater the conict, the stronger
the resistance.
Performance
Expectation
Effort
Expectation
Behavior
Intention
Use
Behavior
Social
Influence
Facilitating
Conditions
Gender
Age
Experience
Voluntariness of
Use
social inuence, and facilitating conditions. Performance expectation is the level to which users expect that the IT will improve their
job performance. Effort expectation indicates the degree to which
users expect the IT will be easy to use and social inuence is the
degree to which the users peers expect them to use the new IT.
Finally, the facilitating conditions are the degree to which users
perceive that the organizational and technical infrastructure will
help them use the new IT.
3.2. Innovation resistance theory
Previous studies have paid more attention to the positive critical factors affecting user acceptance of innovations (e.g., Diffusion of Innovation Theory and TAM). Few scholars have focused
on the negative factors (Kleijnen, Lee, & Wetzels, 2009; Ram,
1987). In 1987, Ram proposed the Innovation Resistance Theory
(Ram, 1987). This theory employs the characteristics of the innovation, user characteristics, and marketing mechanisms to understand the reasons why users cannot accept an innovation. In a
subsequent study, Ram and Sheth (1989) indicated that changes
which raise conicts between tradition and innovation produce
barriers against the adoption of an innovation and thus increase
resistance to the innovation. These barriers can be divided into
two categories including functional and psychological. Functional
barriers include usage, value and risk and psychological ones
include tradition and image. These barriers are described in more
detail below.
(1) Usage: If the use of the innovative product is inconsistent
with the consumers past experiences, values, and acceptance requirements, and is incompatible with work and habits, the consumer will need a longer time to accept the
innovation.
(2) Value: When the consumer tries to assess the value difference between the innovative product and an existing product, the user will not be willing to accept the change
unless the innovative product provides a higher value than
does the existing product.
(3) Risk: When the user does not adequately understand the
innovative technology in the new product, the user cannot
assess the associated risks and uncertainties that will arise
after its use. This situation will ultimately lead to the refusal
of accepting the innovation.
(4) Image: An image-based barrier is produced when the user
has an unfavorable impression of the originating country,
brand, industry, or side effects of the innovation.
(1)
(2)
(3)
(4)
Drivers
Performance expectation
Effort expectation
Social influence
Facilitating conditions
H1-H4
Online shopping
intention
Gender
(1)
(2)
(3)
(4)
(5)
Barriers
Usage
Value
Risk
Tradition
Image
H5-H9
136
H2a. Effort expectation will positively affect older adults intentions to shop online.
4.1.2. Barriers
Based on innovation resistance theory, Ram and Sheth (1989)
indicated that usage is the major barrier for consumers. In the context of information technology, the usage barrier is highly related
to the innovations level of complexity and ease of use (Davis,
1989; Laukkanen et al., 2008). Therefore, consistency with the
users previous habits is a critical factor affecting the acceptance
of an innovation (Cruz et al., 2010). If a new IT service is too complex, users will resist using it (Joseph, 2010). Therefore, the usage
barrier will negatively affect older adults intentions to shop online.
If an innovation cannot offer the user a higher value, the value
barrier will reduce the users willingness to change and accept the
innovation (Ram & Sheth, 1989). Cruz et al. (2010) indicated that if
an innovation cannot provide a better service and value, users will
consider any change to their habits a waste and thus, refuse to adopt
the innovation. Therefore, the value barrier is likely to negatively
affect older adults intentions to shop online. Further, innovations
often entail a certain amount of risk. The higher the risk, the slower
the rate at which the innovation is diffused (Ram & Sheth, 1989).
Gerrard, Cunningham, and Devlin (2006) indicated that online shopping consumers who are unable to access the real product and pay
online perceive the risk as higher, particularly in comparison with
that of traditional brick and mortar stores. Since the information
technology literacy of older adults is generally lower than that of
younger users, older adult consumers are more likely to perceive
the risk as high. This study infers that a higher perceived risk reduces
the likelihood of an older adult adopting online shopping.
Furthermore, people who prefer self-serve online services will
have a lower tradition barrier. Older adults are generally more
familiar with traditional physical store service than with the virtual store service. Therefore, older adults are likely having a relatively higher tradition barrier than their younger counterparts,
and it will lead to a decrease in the intention to shop online.
Finally, users previous impressions of computers and the Internet
have an effect on their intentions to shop online. Since the personal
innovativeness of IT is generally lower for older adults than for
younger people (Hanson, 2010), therefore the image barrier is
likely to negatively affect older adults intentions to shop online.
Based on the discussion above, following hypotheses are proposed.
H5a. The usage barrier will negatively affect older adults intentions to shop online.
H6a. The value barrier will negatively affect older adults intentions to shop online.
H7a. The risk barrier will negatively affect older adults intentions
to shop online.
H8a. The tradition barrier will negatively affect older adults intentions to shop online.
H9a. The image barrier will negatively affect older adults intentions to shop online.
4.1.3. Gender and age effects
The online shopping reference model proposed by Chang,
Cheung, and Lai (2005) indicated that gender and age will affect
users intentions to shop online. A similar model was proposed
by Zhou, Dai, and Zhang (2007). Their online shopping acceptance
model indicated that consumer demographics will affect online
shopping intentions. Among these personal characteristics, age
and gender have been discussed by many studies (Bae & Lee,
137
2011; Fan & Miao, 2012; Garbarino & Strahilevitz, 2004; Nirmala &
Dewi, 2011; Passyn, Diriker, & Settle, 2011; Sangran, Siguaw, &
Guan, 2009; Sebastianelli, Tamimi, & Rajan, 2008; Sorce, Perotti,
& Widrick, 2005; Stafford, Turan, & Raisinghani, 2004; Van Slyke,
Comunale, & Belanger, 2002; Wu, 2003). Below, more details will
be provided in terms of these two variables.
H7b. The risk barrier on older adults intentions to shop online will
be moderated by gender.
138
Table 3
Measurements.
Dimension
Variable
Item
number
Source
Driver
Performance
expectation
Effort expectation
et al.
Social inuence
Facilitating conditions
Venkatesh
(2003)
Venkatesh
(2003)
Venkatesh
(2003)
Venkatesh
(2003)
Usage barrier
et al.
Value barrier
Risk barrier
Tradition barrier
Image barrier
Laukkanen
(2008)
Laukkanen
(2008)
Laukkanen
(2008)
Laukkanen
(2008)
Laukkanen
(2008)
Online shopping
intention
4.3. Measurements
In total, ten variables were included in this research (see
Table 3). The four driver variables are performance expectation,
effort expectation, social inuence, and facilitating conditions.
Measurement items were modied from Venkatesh et al. (2003)
to be used in this study. The ve barrier variables include usage,
value, risk, tradition, and image and these were adopted from
Laukkanen et al. (2007). The measurement item for online shopping intention was developed by Venkatesh et al. (2003). All measurements used a ve point Likert scale varying from 1 (strongly
disagree) to 5 (strongly agree). Higher values indicate higher drivers and lower barriers. Additionally, each variable was labeled and
abbreviated as follows: performance expectation (PE), effort expectation (EE), social inuence (SI), facilitating condition (FC), usage
barrier (UB), value barrier (VB), risk barrier (RB), tradition barrier
(TB), image barrier (IB), and intention (I)
For this research context, the questionnaire was designed especially for older adults. The draft was reviewed by a panel of three
experts in the area of Information Management and e-commerce,
and one expert in services for the elderly (vice present of a hospital
caring for the aged). After the panel validated the questionnaire, a
pilot test for older adults was conducted to build better reliability.
Based on the results of the pilot study, the questionnaire was
revised and nalized.
Barrier
Intention
et al.
et al.
et al.
et al.
et al.
et al.
Venkatesh et al.
(2003)
Groups
Age
Number (%)
Total
Older
5155
5660
6165
6670
7175
Over 75
48 (8.4)
143 (24.9)
136 (23.7)
117 (20.4)
80 (13.9)
50 (8.7)
574
Younger
Under 20
2125
2630
3035
66 (26.8)
176 (71.5)
2 (0.8)
2 (0.8)
246
Table 5
Age and gender distribution among respondents.
Gender
Age
Younger
%
Older
%
Total
%
Total
Female
Male
158
64.2
331
58.4
489
60.1
88
35.8
236
41.6
324
39.9
246
100
567
100
813
100
Table 6
Online shopping experience between different age groups.
5.1. Demographics
The largest age group in the older adult data set was located
between 5670 years old (69%). For the younger subject pool, the
largest age group was in the age range of 2125 (72%) (Table 4).
et al.
Table 4
Age distribution (exclude the missing value).
Age level
Total
%
Younger
%
Older
%
No
Yes
20
8.1
362
75.6
382
52.7
226
91.9
117
24.4
343
47.3
Total
246
100
479
100
725
100
Table 2
Internet usage among different age levels in Taiwan.
Age
1519
2029
3039
4049
5059
Over 60
Percentage (%)
100
99.7
98.6
84.2
49.3
16.3
Similar to previous studies, the gender ratios for the two age
groups were both about 6:4 (Table 5). Therefore, these data can
be deemed to be representative of these two groups.
139
Table 7
Online shopping experience between different genders.
Online shopping experience
Gender
Female
%
Male
%
Total
%
No
Yes
220
50.8
157
54.7
377
52.4
213
49.2
130
45.3
343
47.6
Total
433
100
287
100
720
100
Table 8
Validity and reliability.
Variables
CR
Performance
expectation
Effort expectation
Social inuence
Facilitating conditions
Usage barrier
Value barrier
Risk barrier
Tradition barrier
Image barrier
Intention
AVE
Factor
loading
R2
Cronbachs
0.93
0.81
0.890.91
N/A
0.88
0.93
0.90
0.90
0.94
0.91
0.86
0.82
0.91
0.95
0.77
0.73
0.69
0.76
0.83
0.67
0.69
0.84
0.86
0.810.92
0.750.91
0.710.90
0.800.91
0.910.91
0.760.89
0.700.95
0.840.99
0.920.93
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
0.58
0.90
0.81
0.84
0.92
0.80
0.76
0.61
0.86
0.92
Table 9
Discriminant validity of the constructs.
PE
EE
SI
FC
UB
VB
RB
TB
IB
I
PE
EE
SI
FC
UB
VB
RB
TB
IB
0.9
0.65
0.50
0.55
0.62
0.66
(0.16)
0.28
0.22
0.66
0.88
0.45
0.68
0.69
0.60
(0.10)
0.28
0.33
0.51
0.85
0.45
0.51
0.53
(0.20)
0.04
(0.00)
0.52
0.83
0.62
0.53
(0.15)
0.17
0.26
0.47
0.87
0.69
(0.21)
0.18
0.21
0.59
0.91
(0.21)
0.24
0.16
0.68
0.82
0.14
0.21
(0.20)
0.83
0.56
0.28
0.92
0.15
0.93
Table 10
Analysis results.
Hypotheses
p < 0.05.
p < 0.01.
***
p < 0.001.
**
Support
Support
0.30
0.09
(0.00)
0.09
0.21
0.02
0.01
(0.36)
(0.04)
0.48
0.31
(0.25)
(0.08)
(0.03)
0.11
0.00
0.06
(0.04)
4.97***
0.37
0.03
0.35
3.18**
0.08
0.18
1.40
0.77
2.01*
5.01***
1.02
2.04*
0.25
2.41*
0.00
0.79
0.31
Y
N
N
N
Y
N
N
N
N
Y
Y
N
Y
N
Y
N
N
N
0.22
(0.56)
(0.04)
0.71
0.14
(0.14)
0.09
(0.29)
0.03
0.77
0.42
(0.28)
(0.01)
(0.09)
0.10
0.13
(0.03)
(0.18)
2.86**
1.69
0.51
2.08*
2.03*
0.66
1.10
0.81
0.36
1.73
4.40***
0.81
0.13
0.58
0.93
0.74
0.45
0.91
Y
N
N
Y
Y
N
N
N
N
N
Y
N
N
N
N
N
N
N
140
5.3. Results
A ve point Likert scale was used to measure the variables so
the values of all variables range between 1 and 5. A higher value
indicates that the respondent has higher drivers and lower barriers. Additionally, a higher value also means that the respondents
intention to shop online is stronger. In order to test the proposed
hypotheses, two partial least squares (PLS) (Ringle, Wende, &
Will, 2005) models were analyzed to verify the research hypotheses. Older adults data were employed in Model 1 and younger data
were used in Model 2. The analysis results are illustrated in
Table 10. From the model 1 we can nd that the major drivers
for older adults are performance expectation and social inuence.
The major barriers are value, risk and tradition. Additionally, for
younger, the drives are the same as older adults (H10 is not supTable 11
Drivers and barriers between different groups.
Older adult
Younger
Driver
(1) Performance expectation
(2) Social inuence
Barrier
(1) Value barrier
(2) Risk barrier
(3) Tradition barrier
ported). However, only value barrier is signicant for young people. Therefore, these two groups have different barriers for
shopping online (H11 is supported). Above results are summarized
in Tables 11 and 12.
Finally, about the moderating effect of different gender, it is not
very signicant in this study. Only usage barrier for older adults
and effort expectation for younger appears signicant effect
(Table 10).
Finally, in order to understand the age and gender difference
advanced, an independent sample t test was employed. The results
are summarized in Tables 13 and 14, respectively. From Table 13,
this study nds that, other than the social inuence and risk barrier, younger consumers have signicantly higher drivers and
lower barriers than do their older counterparts (p < 0.05). The analysis results show that both younger and older respondents perceive risk as the strongest barrier (its mean is the lowest among
the variables). This means that security is still a critical problem
for the online shopping industry.
About the gender difference among older adults, we can nd
that, compared with women, men have signicantly higher online
shopping drivers and lower barriers. The data analysis results are
summarized in Table 14.
Table 12
Hypothesis testing results.
Hypothesis
Result
Supported
Nonsupported
Nonsupported
Nonsupported
Supported
Nonsupported
Nonsupported
Nonsupported
Nonsupported
Supported
Age
Mean
S.D.
Signicance
PE
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
Older
Younger
574
246
574
246
574
246
574
246
574
246
574
246
574
246
574
246
574
246
574
246
3.29
3.80
3.22
3.93
3.17
3.17
3.30
3.77
3.32
3.80
3.32
3.74
2.21
2.23
2.33
3.04
2.59
3.55
3.32
3.64
0.79
0.74
0.75
0.81
0.78
0.75
0.77
0.78
0.69
0.70
0.77
0.80
0.70
0.90
0.65
0.77
0.75
0.99
0.76
0.79
0.00***
Supported
EE
Nonsupported
Supported
SI
FC
Nonsupported
Supported
UB
VB
Nonsupported
Nonsupported
Nonsupported
Nonsupported
Supported
RB
TB
IB
I
***
p < 0.05.
0.00***
0.96
0.00***
0.00***
0.00***
0.82
0.00***
0.00***
0.00***
Gender (elder)
Mean
S.D.
Signicance
PE
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
236
331
236
331
236
331
236
331
236
331
236
331
236
331
236
331
236
331
236
331
3.40
3.21
3.33
3.14
3.25
3.11
3.37
3.25
3.38
3.29
3.46
3.21
2.19
2.24
2.33
2.34
2.57
2.60
3.43
3.25
0.65
0.85
0.68
0.77
0.70
0.82
0.69
0.81
0.65
0.69
0.73
0.78
0.63
0.75
0.60
0.68
0.74
0.77
0.70
0.80
0.00***
EE
SI
FC
UB
VB
RB
TB
IB
I
***
0.00***
0.04***
0.05***
0.1
0.00***
0.43
0.83
0.59
0.01***
p < 0.05.
Table 15
Proles of the interview respondents.
Gender
Age
Online shopping
experience
Degree
Retired from
Most often to buy. . .
Case A
Case B
Case C
Female
60
Over ten years
Female
67
56 years
Male
61
Over ten years
Vocational high
school
Banking
3C products
Vocational high
school
University
3C products
Undergraduate
Government
Books
141
142
drivers are similar but the barriers are various across different age
group. If this nding will be the same in different online context,
we suggest that future research can focus on understanding older
adults acceptance of e-government or mobile commerce for
advance study and compare the difference between different
online services. Besides, the ndings suggest that UTAUT and innovation resistance theory have around 60% explanatory power to
understand user behavior toward EC activities. Therefore, if any
other factors affect older adults to resist new technology or other
moderators and transit variables exist among these relationships
are required for future research. Additionally, the moderating
effect of gender difference is not so signicant in this study, this
is different with previous literatures.
Secondly, one particular nding in this research that needs a
further study and discussion is the role of the risk barrier. Our survey nding indicates that this variable is signicant but the relationship is negative. Besides, in the follow up interview of the
three cases revealed that their risk perceptions toward online
shopping are various. Therefore, future studies can be conducted
to seek for more understanding of this issue from various dimensions of perceived risk such as facilitation risk, nancial risk, physical risk, psychosocial risk, performance risk, social risk, and time
risk (Pi & Sangruang, 2011).
Finally, although some proposed variables are insignicant in
the study. But we can nd that the relationships between antecedents and intentions are negative instead of expected positive, such
as effort expectation for both groups and usage barrier for older
adults. We suggest that future study should consider the computer
literacy of the respondents.
In application implications, Becker (2004a, 2004b) indicated
that the web sites for older adults require special design to overcome their physiological and psychological barriers. From the ndings of this study, effort expectation is not critical for online
shopping. In other words, older adults in Taiwan can accept the
user interface design of online shopping website. Besides, both performance expectation and social inuence are critical for research
sample therefore we suggest that cooperate with virtual or real
community marketing activities are still important for promotion.
Finally, this study analyses the gender and age differences toward
online shopping drivers and barriers, these differences can as a reference for future business plans of online marketing.
The major limitations of this study may be from our sample
which drew exclusively from older adult students in computer
classes in Taiwan. These subjects already had a certain degree of
understanding of computers and Internet applications. Therefore,
they cannot be generalized to represent all older adults. Future
research can/may expand the sample to include all older adults.
However, if the older adults have no basic computer knowledge
and skills, they are not the target of the study.
Furthermore, not all drivers and barriers to online shopping
were included in this research. Future studies can include more
variables to broaden the study scope in this subject area. Finally,
there are a variety of online activities, and future studies can focus
on activities other than online shopping in order to more fully
understand e-commerce as it applies to older adults.
Acknowledgments
The authors would like to thank the Ministry of Science and
Technology of Republic of China, Taiwan, for nancially supporting
this research under contract No. NSC 100-2410-H-025 -003.
Appendix A: Measurement Items
*:
Reversed items.
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