University student e‐tailing: a marketing study at the entrepreneurship interface

This paper is the third report on an enlarging worldwide study of university students’ attitudes and opinions related to e‐commerce. The data set is made up of over 600 business majors distributed between three US and one Australian university. The purpose of the study was to explore students’ attitudes and opinions related to e‐commerce and how those varied based on gender, technology adeptness, shopping intensity, and university affiliation. Differences did exist between the more and less technology adept shoppers. In addition, differences existed between those who had higher or lower shopping intensity. Gender and university affiliation appeared to play little role. These differences perhaps could be utilized by entrepreneurial e‐commerce firms to make their sites more efficient for shopping cart completions and, in this case, for student shoppers. E‐marketing at the entrepreneurship interface appeared similar for students in English speaking countries.