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
