2.3 Measurements of variables

The research of online consumer behaviour is exploratory by nature and most variables measured by survey questions deal with consumers’ perception, attitude, and intention (Zhou et.al, 2007). The independent variables that are going to be measure in this research are the factors such as usefulness, ease of use, convenience, security, that impact on the buying patterns of men and women. To measure these variables, the researcher will use a likert scale which is an approach to attitude measurements (Bryman and Bell, 2008). The respondents of the online survey will be provided with series statements asking them if the statements are always true of them or hardly true of them using a scale of 1 to 5. The types of questions that will be asked are given in the appendix. The reason for using this method of measurement for the variables is that it helps detect clear variations in the reasons why individuals engage in online shopping. For example the likert scale in this research would distinguish those that find the internet easy to use from those that do not.