Rather than focusing on a single industry or company, we
gathered data to evaluate our hypotheses via a cross-sectional
survey of online shoppers. Although an experimental
approach was considered, given the nature of the issues
under investigation, a survey-based approach was employed,
since it was considered prudent to focus on consumers’
interpretations and intentions in their “natural” setting
(rather than a potentially “artificial” experimental context.
However, we recognize that such methods can generate
fascinating insights into such issues – see Biswas and Biswas
(2004) for a particularly noteworthy study). Respondents
were required who have broad online experience and a
familiarity with a broad range of online shopping outlets.
Consequently, a randomly selected sample of 1,000 suitable
respondents was purchased from a data brokerage agency.
Potential respondents were initially contacted through a short
personalized e-mail that outlined the nature of the project.