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Social image of students who shop and don't shop online
H Bruce Lammers1, Mary T Curren, Deborah Cours
1College of Business and Economics, Department of Marketing, California State University, Northridge, 91330-8377, USA. bruce.lammers@csun.edu
Abstract:
A descriptive survey of a stratified random sample of 326 undergraduates from a large, diverse university in Los Angeles was conducted to assess whether resistance to online shopping might be, in part, related to negative social perceptions of those who shop online. Indirect questioning showed that students perceived online student shoppers as more lazy and less likely to fear for the safety and security of others but also as more trustworthy, attractive, successful, and smart. Differences in social perceptions were not related to these students' own online spending.