Tih, Siohong and Ennis, Sean and M. L. Poon, June
(2008)
Attitude Towards Online Retailing Services:
A Comparison Of Student And Non-Student Samples.
Asian Academy of Management Journal (AAMJ), 13 (1).
pp. 1-14.
ISSN 1394-2603
Abstract
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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