ATTITUDE TOWARDS ONLINE RETAILING SERVICES: A COMPARISON OF STUDENT AND NON-STUDENT SAMPLES

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Published: Jan 31, 2008
Keywords:
internet users, electronic commerce, online consumer attitudes, online retailing services, student surrogates

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Siohong Tih
Faculty of Economics and Business, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia
Sean Ennis
Marketing Department, University of Strathclyde, Glasgow G4 0RQ, United Kingdom
June M. L. Poon
Faculty of Economics and Business, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia

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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How to Cite
Siohong Tih, Sean Ennis, & June M. L. Poon. (2008). ATTITUDE TOWARDS ONLINE RETAILING SERVICES: A COMPARISON OF STUDENT AND NON-STUDENT SAMPLES. Asian Academy of Management Journal, 13(1), 113–126. https://ejournal.usm.my/aamj/article/view/aamj_vol13-no-1-2008_6
Issue
Vol. 13 No. 1 (2008)
Section
Original Articles
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