| Core indicator | Variable description | Test number |
| Online shopping product value advantage (VA) | The price is moderate and the cost-effective | Test 17 |
| The consistent degree of products and website propaganda | Test 4 | |
| The seller can meet the requirements of customers | Test 6 | |
| The consistent degree of Physical products and expectation | Test 5 | |
| Online shopping security (0S) | Personal privacy | Test 7 |
| Online payment security | Test 9 | |
| the reliability of online shop | Test 8 | |
| Logistics and distribution systems (LS) | Timeliness of delivery | Test 14 |
| The speed of the delivery of goods | Test 13 | |
| Service attitude of delivery personnel | Test 15 | |
| Virtual community interaction (CI) | The rating and evaluation | Test 18 |
| The system recommended | Test 19 | |
| Effective communication with the merchant | Test 11 | |
| Sales and after-sales service (SS) | Timeliness and quality of return service | Test 12 |
| The convenience of after-sales service system | Test 10 | |
| Channels for the customer to reflect the views of the business | Test 16 | |
| Loyalty to online shopping | Test 20 | |
| Look forward to the next online shopping promotions | Test 21 |