Table 2 The scale measurement items for big data product attributes.
From: Big data products and income inequality of e-commerce farmers: evidence from China
Product attributes | Measurement items | Sources |
|---|---|---|
Usefulness of big data products | Data products are very useful in the process of online store operation Data products effectively help me understand market information With data products, online store business decisions become more accurate | Davis, 1989 Venkatesh, 2000 Venkatesh and Davis, 2000 Yang, 2016 Zeng et al., 2024 |
Ease of use of big data products | Learning how to use data products is easy for me Mastering the functions of the data product is easy for me With the existing knowledge I can use the data products | |
Experience of big data products | When I use data products, I don’t worry about the risks The data product is quite interesting, I like to use it The interface design of the data product is quite user-friendly The data metrics provided by the data product are quite comprehensive The purchase price of data products is acceptable There are too few free experience features for data products | Wu and Wang, 2005 Elkins et al., 2013 Yang, 2016 Zeng et al., 2024 |
