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Related Experiment Videos

Buying textbooks online.

Bijou Yang1, David Lester

  • 1Department of Economics and International Business, Bennett S. LeBow College of Business, Drexel University, Philadelphia, PA 19104-2875, USA.

Psychological Reports
|February 15, 2003
PubMed
Summary
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Computer skills, not personality, predict whether students buy textbooks online. This study analyzed 77 undergraduates to understand online purchasing behaviors for academic materials.

Area of Science:

  • Educational technology
  • Consumer behavior in higher education

Background:

  • Students increasingly purchase academic materials online.
  • Understanding factors influencing online purchasing is crucial for retailers and institutions.

Purpose of the Study:

  • To investigate predictors of online textbook purchasing among undergraduates.
  • To determine the role of computer/Internet skills and personality traits in this behavior.

Main Methods:

  • Survey administered to 77 undergraduate students.
  • Assessed computer/Internet skills.
  • Evaluated relevant personality traits.

Main Results:

  • Computer/Internet skills significantly predicted online textbook purchasing.

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  • No significant relationship was found between personality traits and online textbook purchasing.

    • Conclusions:

    • Digital literacy appears to be a key factor in students' adoption of online textbook purchasing.
    • Personality factors do not seem to influence this specific consumer behavior in higher education.