Attitude Towards Online Retailing Services: A Comparison Of Student And Non-Student Samples

• Main Authors: Tih, Siohong, Ennis, Sean, M. L. Poon, June
• Format: Article
• Language: English
• Published: Asian Academy of Management (AAM) 2008
• Subjects: HD28-70 Management. Industrial Management
• 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

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.