Attitude Towards Online Retailing Services: A Comparison Of Student And Non-Student Samples
This study examined the adequacy of using undergraduate student samples in research on online consumer attitudes by comparing the attitudes of students (n = 161) towards online retailing services with the attitudes of non-students (n = 252) towards such services. A structured questionnaire admini...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2008
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36382/1/AAMJ_13-1-6.pdf http://eprints.usm.my/36382/ http://web.usm.my/aamj/13.1.2008/AAMJ%2013-1-6.pdf |
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| Summary: | This study examined the adequacy of using undergraduate student samples in research on
online consumer attitudes by comparing the attitudes of students (n = 161) towards
online retailing services with the attitudes of non-students (n = 252) towards such
services. A structured questionnaire administered online was used to gather data on
perceptions, satisfaction, and behavioral intentions with regard to online retailing
services. The t-test results showed that, in general, students' attitude towards online
retailing services is similar to that of non-students. Therefore, undergraduate students
may be reasonable surrogates for consumers in research on online retailing. |
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