A total of 185 subjects successfully completed the sur-
vey. Most participants were recruited from two major
Canadian Universities (McMaster University and Simon
Fraser University), and consisted of undergraduate stu-
dents, graduate students, faculty, and staff. Walczuch and
Lundgren (2004) advocate the use of students for e-retail-
ng research as they have the opportunity to use the Inter-
net for communication and commercial transactions, and
are a representative and appropriate sample for such stud-