Five-hundred and fifty consumers responded face-to-face to
a questionnaire (Table 1). All consumers who walked past
the interviewers were considered to be potential respondents
(Davis and Lang, 2011). The interviewers were rotated
around four locations in Auckland (New Zealand); east,
west, south and north. Every potential respondent was asked
to participate, so they had an equal chance to complete the
survey. Those that agreed to participate were asked to
respond to a structured questionnaire. Respondents were
screened with a question: Have you bought anything online
in the last 6 months? Question 1 established that respondents
were qualified to take part in the survey. Around two thirds
(63%) of respondents had shopped between 1 to 5 years
online and females (61%) and males (65%) did not differ
much in this regard.