Drivers That Influence Online Textbook Rentals

Jennifer Endick Fei Hao Pamela Prieto Montoya Haoyu Wu

Boston University December 2011

Table of Contents I. Introduction.. 4 II. Client....... 5 III. Competition 6 IV. Industry... 8 1. Overview of textbook market 8 2. Characteristics of the textbook market.. 8 2.1 New editions. 8 2.2 Bundling... 9 2.3 Higher Education Opportunity Act...9 3. Used textbook market.10 4. Rental textbook market.10 5. E-textbook market.11 V. Literature Review 12 VI. Proposed Predictors17 VII. Measures ..19 VIII. Instrument ..35 IX. Methodology. 43 X. Results 46 Analysis of Measures ...46 Analysis of Variation of Measures ...50 Correlations ..69

XI. Discussion78 Dependent Variables78 Demographics...79 Predictors...79 Summary ..81 XII. Conclusions and Recommendations.83 Recommendations ... 83 Recommendations for Further Study .. 87 XIII. Assessment 89 Measures89 Instrument 90 Methodology 90 XIV. References...92 APPENDICES Appendix A: SPSS Output of Reliability ... 95 Appendix B: SPSS Output of Frequencies... 102

Appendix C: Output of Correlation of Multi-Item Measures ...116 Appendix D: SPSS Output of Compared Means in Single-Item Measures...150

I.

Introduction

Chegg wants to increase its market share of college students in regard to its textbook rental service. Our report will explore the following research question: What are the drivers influencing the likelihood of college students renting textbooks online? Through a review of past literature and with the application of our own research, we will determine what drivers are influential in increasing the likelihood of online textbook rental among college students. Finally, we will make research-based recommendations to help achieve Chegg's objective.

II. Client Chegg is an online platform designed to make the lives of college and high school students easier by enabling smart and resourceful decision making. According to PR

Newswire, Chegg is transforming the way millions of students learn by connecting them to the people and tools needed to succeed before, during and after college (Chegg, 2011, para. 11). Cheggs primary focus began with textbook rentals, but they have acquired many other

businesses which include textbook purchasing, homework help, course selection advice, note taking services, online deals, and information about college selection and scholarships (Chegg, 2011). Chegg has positioned itself as the leading online textbook rental company whose mission to save college students money has made it one of the Internets fastest growing companies (Couch, 2009). From its launch date to 2009, Chegg.com saved students more than $65

million off the cost of textbooks at more than 6,400 colleges (Couch, 2009, para. 5).

III. Competition Chegg faces competition from a variety of companies in the textbook sales industry. In addition to brick and mortar campus bookstores, there are many websites vying for students patronage. In order to better analyze Cheggs position in the market, we focused our research on two of the largest textbook sellers; Amazon.com and Barnes and Noble. It is

important to compare Amazon.com and Barnes and Noble to Chegg because all sites offer some form of textbook rental, standard paper textbook purchasing, and e-textbook availability. Amazon.com released Kindle Textbook Rental in 2011. Kindle is Amazon.coms digital book reader. The rental service enables students to download the book on a Kindle e-reader for a set amount of time. Amazon.com promotes the reader as a less expensive and more convenient alternative to a standard paper textbook. The company indicates that books purchased through Kindle Textbook Rental will save consumers up to 80% off the list price of the textbook (Amazon.com, 2011). Additionally, Amazon.com says that students only have to pay for the amount of time they need to use the textbook (Amazon.com, 2011). Amazon.com shows all of the price options available through the site for the textbook the consumer is looking for, allowing the consumer to make an educated decision before purchasing (Amazon.com, 2011). Amazon.com gives students the option of joining Amazon Student, a free membership program created especially for college students. Amazon Student members receive benefits such as six months of free Two-Day Shipping with Amazon Prime, and e-mail alerts for discounts and promotions (Amazon, 2011). Through Amazon Student, members can extend shipping benefits for $39.00 a year

for four years (Amazon, 2011). Barnes and Noble launched their current textbook sales program in the summer of 2010. According to a Barnes and Noble press release, the company was the first major retailer to offer new and used textbook sales, book rentals, and digital formats all in the same place (Keating, 2011). When purchasing new books, Barnes and Noble gives consumers free shipping for all purchases over $25.00, and some textbooks are marked down 30 percent off the original price (Barnes and Nobles, 2011). Used textbooks are promoted as being of the highest quality with limited damage (Barnes and Nobles, 2011). The rental program offers rentals of 30, 60, 90, or 130 day rentals, with the option of extending the rental period or purchasing the book (Barnes and Noble, 2011, para. 2). Return shipping is free. Barnes and Noble warns consumers that additional charges are incurred if the textbook is returned damaged (Barnes and Noble, 2011, para. 2). For digital downloading, Barnes and Noble utilizes NookStudy, a free software program. According to Barnes and Noble, NOOKstudy is a free eTextbook application designed for use on both PC and Mac. More than an e-reader, NOOKstudy is a powerful study and organization tool that enables users to tag content, highlight sections and access coursework in one convenient place (Barnes and Noble, 2011). Finally, students can rent a textbook free through NOOKStudy for a seven day trial period to decide if eTextbooks are a good option for them (Barnes and Noble, 2011, para. 3).

IV. Industry 1. Overview of the textbook market According to Kotch (2006), with few exceptions, textbook markets in the U.S. are not regulated by any government agency. Thus, textbooks prices reflect the relatively free interplay of demand and supply influences and can be analyzed in this context. The demand side of the market is remarkable because of the separation of those who choose the textbooks and those who eventually pay for them; the faculty chooses college textbooks while the students pay for them. The demand of the students for textbook is less price elastic than that for other books. The supply of textbooks contains three stages. First, publishers distribute books to wholesalers. Five firms dominate the college textbook publishing (Thomson, McGraw-Hill, Wiley, Houghton-Mifflin and Pearson) and account for about 80 percent of all college textbooks published (Kotch, 2006). Second, textbooks are distributed to bookstores (on-campus, off-campus, Internet) via a relatively small number of wholesalers. Finally, textbooks are sold to students in those bookstores. The textbooks market is considered supplier-oriented. 2. Characteristics of the textbook market 2.1 New Editions Publishers tend to push the development of new editions of textbooks in order to remove the inventory of used textbooks which are not as profitable. Most leading textbook companies publish a new edition every three or four years (Kotch, 2006). According to a study conducted by the Student PIRGS (2004), a new edition costs 12% more than a new copy of previous edition, and 58% more than a used copy of the previous edition. Additionally,

textbook companies encourage faculty to assign homework that must be done on the publisher's website. 2.2 Bundling Publishers tend to wrap supplemental items into a textbook, such as CD-ROMS, online passcodes, and bonus material, which reduce the resale value of the textbooks. According to the Student PIRGS (2004), the typical bundled textbook is 10 percent-50 percent more than an unbundled textbook. In addition, bundling has also been used as a means of segmenting the used book market. A single textbook could have different combination of supplemental items and different ISBNs. Therefore, when a bookstore attempts to track down used copies of textbooks, they will have to search for the ISBN the course instructor orders, which will locate only a subset of the copies of the textbook. According to GAO, bundled

enhancements to conventional textbooks are the primary reason why textbook prices have increased so rapidly. (Kotch, 2006) 2.3 Higher Education Opportunity Act The Higher Education Opportunity Act was passed by the US Congress in 2008. It requires publishers to tell professors the price of the books they are ordering, and mandates that colleges include textbook costs in Internet course schedules. (Wilson, 2010) High-profit bundled goodies like CD ROMs and workbooks must be priced and offered separately. Also, it requires publishers to make clear what is different in each edition, which may dampen professors' tendency to order the latest, and most expensive, version. (Wilson, 2010) In this way, students will have plenty of time to shop for cheaper editions.

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3. Used textbook market Used textbooks now constitute about 35 to 40 percent of the total dollar value of textbooks that students purchase. (Kotch, 2006) The prices of used books are varied. The Internet plays a particularly large role in the purchase of used textbooks. According to National Association of College Stores, College bookstores earn a somewhat higher gross margin (35.1 percent) on the sale of used books than on new books (22.3 percent) (Kotch, 2006). There are four ways of purchasing used textbooks: campus buyback, online book

buyers, student-to-student sales, and textbook exchanges. When considering campus buyback, the price a student receives is largely depends on decisions of the faculty. As GAO mentions that if a book is in good condition and will be used on the campus again the next term, students will get 50 percent of the original price (Kotch, 2006). Otherwise, only five to 35 percent of the new retail price will be paid to students. Online book buyers buy textbooks to

resell them for a profit. They operate year-round and often offer students free shipping. The prices they offer may be lower than students can get on online marketplaces. Additionally, students may sell or trade textbooks by posing booklists online or around campus. Finally, students can exchange their textbooks online. Most websites handle buyer and seller payments, and usually deduct a small commission only after the sale is completed. 4. Textbook rental market Textbooks rental is considered to cost less than any other textbooks trade. According to Wilson (2010), if your typical text costs $100 for a new edition, used will cost $75, an e-book or digital version $55, and a rental $45.

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According to Albright (2010), online textbooks rental business was developed by Chegg.com in 2007, followed by other text renters, including ecampus.com, bookrenter.com and campusbookrental.com. According to the National Association of College Stores, in just two years, the number of campus bookstores offering rentals has jumped from a few dozen to 1,500 (Kotch, 2006). For example, Barnes & Noble, which operates 637 campus bookstores, piloted six rental programs in the fall of 2009. In 2010, more than 300 are renting textbooks, accounting for about 30 percent of sales on a given campus (Wilson, 2010) Different platforms have different policies for textbooks rental services, but it is true with every textbook rental companies that not every textbook can be rented. Books need to have a decent shelf life so they can be rented several times. A bookstore won't recoup its costs if the fourth edition of a book is quickly replaced by the fifth. (Hacker, 2010) 5. E-textbook market The e-textbook market is considerably small now, but it has potential to grow. According to the National Association of College Stores, digital books make up just less than three percent of textbook sales. (Foderaro, 2010) The surveys by the National Association of College Stores and the Student Public Interest Research Groups show that three-quarters of the students surveyed said they still preferred a bound book to a digital version. (Foderaro, 2010) However, the association expects that share to grow to 10 percent to 15 percent by 2012 as more titles are made available as e-books.

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V.

Literature Review Textbook rentals and the advent of Internet purchasing are relatively new. However,

the textbook industry is well established.

In the following literature review, we analyze

scholarly articles, trade publications, and news articles to better identify potential factors that come into play when students purchase textbooks. In one study by Belivue, Hicks and Stone (2011), 30,941 decisions to sell a used textbook back to a college bookstore were analyzed. Price was the most important factor; the higher the price offered for the book, the more likely a student would sell it. Traditional students (those straight out of high school, young and unmarried) were found to be more likely to sell back their books than older, nontraditional students. Probability of selling back also increased if the course was an elective, if the student was female, if the student had fewer credit hours, and if the student got a higher grade. Financial aid, ethnicity and semester (whether it was the end of the spring or the fall semester) had no effect in predicting if a student would sell their textbooks back to the bookstore (Belivue, Hicks & Stone, 2011). Another study by Talaga and Tucci (2001) aims to understand the tradeoffs in purchasing online rather than in a traditional brick-and-mortar store. By asking college students to rate the likelihood of buying a textbook through different sellers, they were able to determine different variables influencing this probability. The most important variable was in-stock status at the campus bookstore; college students were more likely to shop online if the book was not available at the campus bookstore. Buyback policies and guarantees function as a sort of "lease" for the books, as students have use of the book for one semester and receive a payment upon returning the book. Guarantee of book buyback was the second most

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influential factor in online purchases of college textbooks. This study also determined that to be preferred by students, prices for textbooks purchases online must be significantly lower than traditional bookstores. Other factors found by Talaga and Tucci (2001) included shipping costs (students showed a resistance to paying more for faster shipping) and return policies (although students were not generally concerned with difficulty in return of Internet purchases, easy returns were valued positively). Because these factors directly relate to the likelihood of students purchasing their textbooks online, they might be useful in a comparative study to explore Chegg's goals to increase their market base. Past literature has also explored factors other than those related to the purchase transaction when determining the relationship between college students and online textbook shopping. In a study by Lester and Yang (2007), the authors reported skills with computers and the Internet predicted online textbook purchases by college students. The study was a replication of previous findings by Lester and Yang from 2004 with consistent results. After surveying 71 students (21 of which had bought their textbooks for that semester via the Internet), they found that computer anxiety and computer/Internet skills were predictors for online textbook purchases. Webpage usability has also been found to be a significant factor in driving online sales. Venkatesh and Agarwal (2006) explored factors of perceived usability as they pertained to purchase behaviors of consumers. They used five major categories from Microsoft's Usability Guidelines to examine how these values' preferences varied across consumers: content, ease of use, promotion, made for the medium and emotion. The products examined were automobiles, car rentals, airline reservations and books. The authors gathered data from 1,475

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individuals and determined that website use had a strong effect on purchase. They also concluded that, "quality content, including tailored content, can in fact result in purchase without the need for high levels of site use" (Venkatesh & Argawal, 2006, p. 378). This is relevant to Chegg's goals because of the Internet-centric nature of its business. Many students do not know whether purchasing their assigned college textbook is actually necessary. According to Spring (2011), 30.1 percent of college students deferred Furthermore, 74 percent of college students do not know Spring (2011) concludes

the purchase of textbooks.

whether their assigned textbooks are necessary (Spring, 2011).

that the survey results are indicative of students purchasing habits; the textbook prices in student buying behavior, and growing student concern and awareness about the irrelevance of assigned textbooks in college courses (Spring, 2011). This study's results are indicative of The first is

two potential variables in whether college students will rent textbooks online.

whether the students attitude about the importance of a textbook, with textbook price as the second variable for whether a student purchases or rents a textbook. College students are increasingly using digital or eTextbooks in order to save money. However, many students find reading on a computer screen difficult, and will therefore not purchase digital versions of textbooks. According to Robinson, 41 percent [of students]

said it was boring to read from a computer screen, and 32 percent said that it was uncomfortable (2011, para. 8). Similarly, 33 percent of students in an Icelandic study felt

that reading an e-textbook on a computer was comfortable, 22 percent thought it uncomfortable, and 45 percent felt it neither uncomfortable or comfortable. According to Robinson (2011), price was a driving factor for students when deciding

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whether to purchase the book.

When asked about price points, one-third of the students in

the survey would buy a required textbook regardless of price, but half would refuse when the book reached $225 (Robinson, 2011, para. 23). Furthermore, Robinson offered students in

the study the option of using an e-book without incurring any costs, but over half of the students chose not to take advantage of a free book. Additionally, 55.6% of the students

were willing to pay up to $100 to buy a print book instead of an e-book (Robinson, 2011, para. 25). Even though e-books are frequently a less expensive option for students, comfort

and the ability to become engaged with the book on its digital format might be driving factors in whether they pursue this option. Other studies have focused on the social influences for online textbook shopping. Foucault and Scheufele (2002) explore how peers, professors, personal perceptions and previous purchasing behaviors influence the likelihood of online textbook shopping among college students. A survey of 156 college students yielded several predictors for online textbook purchases. Their findings included increased likelihood for men to have made online textbook purchases in the past; a positive association between planned future purchases of textbooks and talking about online shopping with friends as well as with previous online textbook purchases by friends (Foucault & Scheufele, 2002). Significant findings also included social influence by professors. Students were more likely to have purchased online if their professors had allowed for time for online textbook purchases and if they had made a general suggestion to buy the book online (Foucault & Scheufele, 2002). Other findings included an increased likelihood to have purchased and to make future purchases of online textbooks in students who could name more websites that sold new or used textbooks;

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although, this could alternatively suggest that these students were simply able to recall more sites than students who had never bought or didnt plan to buy textbooks online in the future (Foucault & Scheufele, 2002). Perception of better service and less hassle in online shopping were also influential in future online textbook purchases (Foucault & Scheufele, 2002). Although the study took place almost 10 year ago, these findings could still prove relevant to online textbook purchases as well as textbook rentals today. Overall, the availability of a wide variety of purchasing outlets has influenced consumer behavior. In Mintel (2005), the report compares and contrasts traditional book retail market with the online market. The conclusion shows that traditional book retailers are seeing their market share eroded by Internet specialists offering keen pricing and product authority, added to the convenience of home delivery (Mintel, 2005). Store-based retailers need to continue to improve the in-store experience, as this is one of the ways in which they can still differentiate themselves from the online players (Mintel, 2005). Thus, it will be important to measure cues about the customer service provided by online retailers in this study. Online textbook rental services have created their own place in the market, and college students are of particular value to the industry. The following list of predictors regarding textbook purchasing was generated from the literary review.

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VI. Proposed Predictors Demographic Variables: Student's gender (Belivue, Hicks and Stone, 2011; Foucault & Scheufele, 2002) Student's classification (i.e., senior vs. freshman) (Belivue, Hicks and Stone (2011) Social-Influence Variables: Peers' previous online textbook purchases (Foucault & Scheufele, 2002) Suggestions by professors to purchase textbooks online (Foucault & Scheufele, 2002) Information Seeking (Foucault & Scheufele, 2002)

Customer Service Variables: Rental policies and rules (Talaga & Tucci, 2001) Simple return policies (Talaga & Tucci, 2001) Better customer service (Foucalt & Scheufele, 2002; Mintel, 2005) Perception of easy shopping process (Foucault & Scheufele, 2002)

Practical-Advantages Variables: Textbook prices (Belivue, Hicks and Stone, 2011; Talaga & Tucci, 2001; Spring, 2011; Robinson, 2011) Low shipping costs (Talaga & Tucci, 2001) Availability of book in campus bookstores (Talaga & Tucci, 2001) Book format (physical vs. electronic) (Robinson, 2011) Perceived need of textbook (Spring, 2011)

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Computer-Related Variables: Internet Proficiency (Lester & Yang, 2007) Computer confidence (Lester & Yang, 2007) Webpage usability (Venkatesh & Agarwal, 2006) Tailored content (Venkatesh & Agarwal, 2006)

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VII. MEASURES The predictors we generated fell under five categories of major influencers: demographic variables, social-influence variables, customer service variables, practical-advantages variables, and computer-related variables. Our research team then selected scales and measures from the Marketing Scales Handbook that corresponded with our list of predictors. The most relevant scales and measures were then altered by the team to fit the needs of this study. These altered constructs include: simple return policies (Talaga & Tucci, 2001); better customer service (Foucalt & Scheufele, 2002; Mintel, 2005); easy shopping process (Foucalt & Scheufele, 2002); textbook prices (Belivue, Hicks and Stone, 2011; Talaga & Tucci, 2001; Spring, 2011; Robinson, 2011); peers' previous online textbook purchases (Foucalt & Scheufele, 2002); information seeking (Foucalt & Scheufele, 2002); rental policies and rules (Talaga & Tucci, 2001); computer confidence (Lester, Young & James, 2005); tailored content (Venkatesh & Agarwal, 2006); computer and Internet skills (Lester & Yang, 2007); webpage usability (Venkatesh & Agarwal, 2006); low shipping costs (Talaga & Tucci, 2001); length of time allowed by professors for textbook purchase (Foucalt & Scheufele, 2002); availability of book in campus bookstores (Talaga & Tucci, 2001); book format (physical vs. electronic) (Robinson, 2011) Additional scales and measures were developed independently by the team. These constructs include: perceived textbook purchase (Spring, 2011); consumers' online

shopping experience (Foucault, 2002); consumers' textbook online shopping experience (Foucault, 2002); consumers' textbook rental experience(Foucault, 2002); history of online textbook rentals(Foucault, 2002); suggestions by professors to purchase textbooks online

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(Foucalt & Scheufele, 2002). The majority of our measures (55 out of 66) paired with a Likert-type scale with five points: Strongly Disagree, (Does not describe me at all) Disagree,(doesnt really describe me) Neutral,(Cant really tell) Agree,(Sometimes describes me) Strongly

Agree(Definitely describes me). The remaining single-item measures were created and assessed using either a five-point Likert-type scale or a two-point nominal scale (11 out of 66). Table 1 shows details of each construct and its corresponding meaning and measures. The constructs and measures were organized from general to specific. The constructs and measures were organized in the survey in the following order. The construct Internet Proficiency measures how skilled individuals are using the Internet to conduct searches. The constructs individual measures were as follows (measured on a five-point Likert-type scale):

I am extremely skilled using the Web. I consider myself knowledgeable about good search techniques on the Web. I know how to find what Im looking for on the Web. The construct Simple Return Policies measured the extent to which a consumer believes

it is important to have simple and actionable online shopping return policies if the product is not satisfactory. The constructs individual measures were:

When I return a defective product I bought online, I usually have to go through a lot of annoying paperwork.

Making a request to return a defective product I bought online usually wastes a lot of time.

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Better Customer Service measured the extent to which a consumer desires better customer interaction, better consumer relationship with the business, more satisfaction of service experience. The individual measures were:

Overall, my negative experience outweighs/overweighs my positive experience with online purchasing service. (reverse-coded measure)

On the whole, I am/was satisfied with my experience with online purchasing. The construct Information Seeking measured a persons interest in seeking information

from their peers about shopping online. The construct's individual measures were:

I often seek out the advice of my friends regarding shopping online. I spend a lot of time with my friends talking about products to buy online. My friends usually give me good advice on what brands to buy online. I often talk to my friends about where to buy products online. The construct Easy shopping process measured the extent to which a consumer believes

that it is important that conducting rental activity at a particular website is easy, convenient, simple, efficient use of his/her time. The individual measures were:

I do not like complicated things. A lot of knowledge required for effective online shopping. (reverse-coded measure) Shopping online usually fits with my schedule. The construct Low Shipping Costs measured the extent to which low shipping costs

affect his/her book rental decision choices online. The constructs individual measures were:

I choose to shop on the website that has the lowest shipping costs at the time. I compare the shipping costs on different websites.

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I would rather rent textbooks in the real bookstores to save shipping costs. I would rather choose the website which has lower or no shipping costs. The construct Textbook Importance is designed to capture the value students place on

textbooks for their academic performance (awkward wording). The following individual measures were utilized (five-point Likert-type scale):

I need the assigned textbooks to complete the work. Without the textbooks, I would not be able to do well in the class. Having my own copy of the assigned textbook helps me study. Textbook prices measured the extent to which a college student is price sensitive, that

her/his textbook purchase decisions are influenced by price, and focusing on sales and trying to get the best price? The individual measures were:

I pay attention to discounts when I buy a textbook. I usually buy the lowest priced textbook that will suit my needs. I compare prices of at least a few textbook shops or websites before I choose one. Book Format construct measured the extent to which the book format (physical vs.

electronic) affects the consumers textbooks purchasing behavior. This construct was composed of the following measures:

Physical textbooks are more easy to use. I feel more comfortable using physical textbooks than electronic textbooks. I can find information more quickly when I use physical textbooks. Below this section, we also attached a single-item demographic measure that was related to digital reading device. This question required a Yes/No response:

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Do you have a device for reading digital books? Availability of textbooks in Campus Bookstores is a construct that measured the extent

to which the availability of book in campus bookstores affects his/her purchase behavior. This constructs individual measures were:

If campus bookstores provide a one-stop shop for my shopping, I will not rent textbooks online.

If campus bookstores do not satisfy a majority of my textbook purchasing needs, I will rent textbooks online.

If the choice of products at our campus bookstore is limited, I will rent textbooks online. If campus bookstores do not carry a wide selection of products to choose from, I will rent textbooks online. The construct Website Customization captures how important it is to individuals that a

website adjusts to suit the individual consumer. The following measures were used with answers given in a five-point Likert-type scale:

The website makes purchase recommendations that match my needs. The website enables me to order products that are tailor-made to me. The advertisements and promotions the website sends me are tailor-made to my situation. The website makes me feel like a unique customer. I shopped at this site because it customized to my needs. I shopped at this site because it customized recommendations for me. The value consumers place on a websites usability was measured by the Ease of Use

construct. The individual measures were (measured on a five-point Likert-type scale):

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The website presents uncluttered screens. The website has easy-to-follow search paths The website presented information fast. Consumers' history of online textbook purchases was measured by the construct,

Consumers' Textbook Online Shopping Experience, which contained the following individual measures:

Have you purchased a textbook online in the last academic year? (Yes/No response category)

If yes, which website did you purchase your textbook from most recently? (Four-choice answer) Similarly, the construct, Consumers' Textbook Rental Experience, measures a

student's history of textbook rentals. It contained four single-item measures, two of which are on a nominal scale, excluding frequency of textbook rentals and satisfaction with the last rental. The measures and their categories were:

Have you rented any textbooks online in the last academic year? (Yes/No response category)

How often do you rent textbooks? (Not Frequently/Frequently/Very Frequently response category)

What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate "campus bookstore") (Open-ended category)

How satisfied were you with this rental? (Five-point Likert-type scale) The construct History of Online Textbook Rentals was a single-item, nominal-scale

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demographic measure that asked "How many textbooks have you rented from a website in the last academic year?" Along the same lines, the construct Peers' History of Online Textbook Orders measures whether a student's peers have bought and/or rented textbooks from a website. This construct included two single-item, nominal-scale measures, which were:

Do you have friends who have bought textbooks online? (Yes/No category) Do you have friends who have rented textbooks from a website? (Yes/No category) Rental Rules construct measured the extent to which a student values the rules of rental

when making a decision about textbook rental. The individual measures were:

The ability to highlight in the book would be very important to me. The ability to write in the book would be very important to me. The ability to extend my rental period is very important to me. The construct Openness to Professors' Suggestions was a single-item construct that

measured the extent to which students were likely to take a professor's suggestion to rent a textbook. The measure was:

How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? The dependent variable was measured in two parts, both using a five-point Likert-type

scale ranging from "Very Unlikely," "Somewhat Unlikely," "Can't Really Tell," "Somewhat Likely" to "Very Likely." Our main dependent variable measured the likelihood of a student opting for textbook rentals in the future with the following question: "How likely are you to rent a textbook from a website in the next academic year?" The second part asked, "If you

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were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors?" and listed Campus Bookstore, Barnes & Noble Website, Amazon, Chegg and a fill-in-the-blank-space labeled "Other," prompting students to assign a level of likelihood for each vendor. The three final constructs were demographic measures, including academic standing (with options for freshman, sophomore, junior, senior, master's), gender (respondents indicated either male or female), and an open-ended space for the question "How old are you?"

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TABLE 1A Constructs and Measures Computer-Related Variables:

Computer Confidence: Feelings of comfort or inadequacy when working with computers (adapted from Lester, D., Yang, B., & James, S., 2005). Does not Doesn't Can't Sometimes Definitely describe really really tell describes me describes me at all describe me me I feel confident and relaxed while working on a computer The harder I work at learning computers, the more confused I get I have sometimes thought computers dont like me. I always have problems working on computers. I can usually manage to solve computer problems by myself. Internet Proficiency: Measure a persons belief about his or her knowledge and ability to find information on the web (Bruner, 2009). Does not Doesn't Can't Sometimes Definitely describe really really tell describes me describes me at all describe me me I am extremely skilled at using the Web. I consider myself knowledgeable about good search techniques on the Web. I know how to find what I am looking for on the Web.

Online Shopping Variables:

Consumers' Online Shopping Experience: measures whether consumers have made online purchases (adapted from Foucault, 2002). Have you ever bought a product online? ____ Yes ____ No

Online Shopping Customer Service Variables:

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Simple Return Policies: The extent to which a consumer believes it is important to have simple and actionable online shopping return policies if the product is not satisfactory. Does not Doesn't Can't Sometimes Definitely describe really really describes me describes me at all describe tell me me When I return a defective product I bought online, I usually have to go through a lot of annoying paperwork. Making a request to return a defective product I bought online usually wastes a lot of time. Better Customer Service: The extent to which a consumer desire better customer interaction, better consumer relationship with the business, more satisfaction of service experience. (adapted from Bruner, 2004) Does not Doesn't Can't Sometimes Definitely describe really really describes medescribes me at all describe tell me me Overall, my negative experience outweighs/overweighs my positive experience with online purchasing service. On the whole, I am/was satisfied with my experience with online purchasing. Easy shopping process: The extent to which a consumer believes that it is important that conducting rental activity at a particular website is easy, convenient, simple, efficient use of his/her time. (adapted from Bruner, 2004) Does not Doesn't Can't Sometimes Definitely describe really really describes me describes me at all describe tell me me I do not like complicated things. A lot of knowledge required for effective use of online rental website. Rent products online usually fits with my schedule.

Online Shopping Social-Influence Variables:

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Information seeking: a person's interest in talking about shopping online as well as seeking information from friends (adapted from Bruner, 2004) Does not Doesn't Can't Sometimes Definitely describe really really describes me describes me at all describe tell me me I often seek out the advice of my friends regarding shopping online I spend a lot of time with my friends talking about products to buy online My friends usually give me good advice on what brands to buy online I often talk to my friends about where to buy products online

Online Shopping Practical-Advantages Variables:

Low Shipping Costs: The extent to which low shipping costs affect his/her book rental decision choices online. Does not Doesn't Can't Sometimes Definitely describe really really describes me describes me at all describe tell me me I choose to shop on the website that has the lowest shipping costs at the time. I compare the shipping costs on different websites. I would rather go to the real stores to save shipping costs. I would rather choose the website which has lower or no shipping costs.

Textbook-Related Practical-advantages Variables

Perceived need of textbook: The extent to which a student believes a textbook assists with classwork

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and influences the students final grade. Strongly disagree I need the assigned textbook to complete my work. Without the textbook I would not be able to do well in the class. Having my own copy of the assigned textbook helps me study.

Disagree Feel Agree Neutral

Strongly Agree

Textbook prices: The extent to which a college student is price sensitive, that her/his textbook purchase decisions are influenced by price, and focusing on sales and trying to get the best price? (Adapted from Bruner, 1994) Strongly Disagree Feel Agree Strongly disagree Neutral Agree I pay attention to discounts when I buy a textbook. I usually buy the lowest priced textbook that will suit my needs. I compare prices of at least a few textbook shops or websites before I choose one. Book Format: The extent to which the book format (physical vs. electronic) affects the consumers textbooks purchasing behavior. Strongly Disagree Feel Agree Strongly disagree Neutral Agree Physical textbooks are more easy to use. I feel more comfortable using physical textbooks than electronic textbooks. I can find information more quickly when I use physical textbooks.

I don't have a device for digital reading. y/n

Availability of Book in Campus Bookstores: The extent to which the availability of book in campus bookstores affects his/her purchasing behavior. Strongly Disagree Feel Agree Strongly disagree Neutral Agree

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If campus bookstores provide a one-stop shop for my shopping, I will not rent textbooks online. If campus bookstores do not satisfy a majority of my textbook purchasing needs, I will look for textbooks online. If the choice of products at our campus bookstore is limited, I will look for textbooks online. If campus bookstores do not carry a wide selection of products to choose from, I will look for textbooks online.

Textbook Online Purchasing Variables:

Consumers' Textbook Online Shopping Experience: measures consumers history of online textbook purchases (adapted from Foucault, 2002). Have you purchased a textbook online in the last academic year? ____ Yes____ No If yes, which website did you purchase your textbook from most recently? _____ Barnes & Noble _____ Chegg.com _____ Amazon _____ Other _____________________ (Please name it)

Website-Related Variables:
Tailored Content: The importance that the website tailors its products, promotion, and transactional environment to each user. Not important at all The website makes purchase recommendations that match my needs. The website enables me to order products that are tailor made to me. The advertisements and promotions the website sends me are tailor made to my situation. The website makes me feel like a unique customer. I believe that this website is customized to my needs. Not important Neutral Important Very important

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Webpage Usability: The degree to which a person things websites of retailers are doing a good job of helping customers navigate easily and find desired information quickly (Bruner, 2009). poor Below Average Above excellent average average In general how good of a job are internet storefronts doing on presenting uncluttered screens? In general how good of a job are internet storefronts doing on easy-to-follow search paths? In general how good of a job are internet storefronts doing on presenting information fast?

Textbook Rental Variables:

Consumers' Textbook Rental Experience: measures consumers' history of textbook rentals (adapted from Foucault, 2002). Have you rented a textbook in the last academic year? ____ Yes____ No If yes, please answer the following questions. How often do you rent textbooks? ____ Not frequently _____ Frequently _____ Very Frequently What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate "campus bookstore") ________________________ Very Somewhat Neutral Somewhat Very Unsatisfied Unsatisfied Satisfied Satisfied How satisfied were you with this rental?

Online Textbook Rental Variables:

History of Online Textbook Rentals: measures the how many books were rented by consumer in the last academic year (adapted from Foucault, 2002). How many textbooks have you rented from a website in the last academic year? _____

Dependent Variables:
Dependent Variable: Measures the likelihood of a student renting a textbook from a website in the next academic year and breaks down the dependent variable for specific vendors. Very Somewhat Can't really Somewhat Very

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Unlikely How likely are you to rent a textbook from a website in the next academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > Campus bookstore > Barnes & Noble > Amazon > Chegg > Other ____________________

Unlikely

tell

Likely

Likely

Social-Influence Variables:
Peers' previous online textbook purchases: measures whether peers have rented or bought textbooks from a website (adapted from Foucault, 2002). Do you have friends who have bought textbooks online? ____ Yes ____ No Do you have friends who have rented textbooks from a website?____ Yes ____ No

Customer Service Variables:

Rental policies and rules: measures the extent to which a student values rules of rental when making a decision about the textbook rental (adapted from Talaga & Tucci, 2001). Strongly Disagree The ability to highlight in the book would be very important to me. The ability to write in the book would be very important to me. The ability to extend my rental period is very important to me. Disagree Feel Neutral Agree Strongly Agree

Social-Influence Variables:
Suggestions by professors to purchase textbooks online: measures the extent to which students were likely to follow a professor's suggestion to rent a textbook (adapted from Foucalt & Scheufele, 2002).

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How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? ____Very Unlikely ____Unlikely ____Neutral ____Likely ____Very Likely

Demographic Variables:
Student's gender (Belivue, Hicks and Stone, 2011; Foucalt & Scheufele, 2002) Whats your gender? ___Male ___Female

Student's classification (i.e., senior vs. freshman) (Belivue, Hicks and Stone, 2011) Which one describes your academic standing? ___Freshman ___Sophomore ___Junior ___Senior ___Masters Students age (Belivue, Hicks and Stone, 2011) How old are you? ___

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VIII. INSTRUMENT 1. Our first questions are about computer anxiety. For each of the following statements, please tell us how well it describes you by checking the box corresponding with your choice (check only one). Does not describe me at all I feel confident and relaxed while working on the computer. The harder I work at learning computers, the more confused I get. I have sometimes thought computers dont like me. I always have problems working on computers. I can usually manage to solve computer problems by myself. Doesnt really describe me Cant really tell Sometimes describes me Definitely describes me

2. Our next questions are about Internet use. For each of the following statements, please tell us how well it describes you by checking the box corresponding with your choice (check only one). Does not describe me at all I am extremely skilled at using the Web. I consider myself knowledgeable about good search techniques on the Web. I know how to find what Im looking for on the Web. Doesnt really describe me Cant really tell Sometimes describes me Definitely describes me

3. Have you ever bought a product online?

Yes Continue (Part 4) No Skip to Page 3 (Part 5)

4. Now wed like you to think about shopping online. Thinking about your experiences shopping online, please tell us whether you strongly disagree, disagree, feel neutral, agree, or strongly agree with each of the following statements by checking the box corresponding with your choice (check only one). Does not describe me at all Doesnt really describe me Cant really tell Sometimes describes me Definitely describes me

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When I return a defective product I bought online, I usually have to go through a lot of annoying paperwork. Making a request to return a defective product I bought online usually wastes a lot of time. Overall, my negative experience outweighs/overweighs my positive experience with online purchasing service. On the whole, I am/was satisfied with my experience with online purchasing. I often seek out the advice of my friends regarding shopping online I spend a lot of time with my friends talking about products and brands to buy online My friends usually give me good advice on what brands to buy online I often talk to my friends about where to buy products online I do not like complicated things. A lot of knowledge is required for effective online shopping. Shopping online usually fits my schedule. I choose to shop on the website that has the lowest shipping costs at the time. I compare the shipping costs on different websites. I would rather go to the real stores to save shipping costs. I would rather choose the website which has lower or no shipping costs. Please skip to page 4 (Part 6).

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5. Now wed like you to think about shopping online. Based on what youve heard, please tell us whether you strongly disagree, disagree, feel neutral, agree, or strongly agree with each of the following statements by checking the box corresponding with your choice (check only one). Strongly Disagree If I had to return a defective product I bought online, Id have to fill out a lot of annoying paperwork. If I had to make a request to return a defective product I bought online, Id waste a lot of time. Overall, negative experiences would outweigh positive experiences when shopping online. On the whole, I believe I would be satisfied with purchasing items online. I would seek out the advice of my friends regarding online shopping. I would spend a lot of time with my friends talking about products to buy online. My friends usually give me good advice on what brands to buy. I often talk to my friends about where to buy products. I do not like complicated things. A lot of knowledge is required for effective online shopping. Shopping online would fit my schedule. I would choose to shop on the website that has the lowest shipping costs at the time. I would compare the shipping costs on different websites. I would rather go to the real stores to save on shipping costs. I would rather choose the website which has lower or no shipping costs. Disagree Feel Neutral Agree Strongly Agree

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6. The following questions are about textbooks. For each of the following statements, please tell us how well it describes you by checking the box corresponding with your choice (check only one). Strongly Disagree I need the assigned textbooks to complete my work. Without the textbooks, I would not be able to do well in the class. Having my own copy of the assigned textbook helps me study. I pay attention to discounts when I buy a textbook. I compare prices of at least a few textbook shops or websites before I choose one. I usually buy the lowest priced textbook that will suit my needs. Physical textbooks are more easy to use. I feel more comfortable using physical textbooks than electronic textbooks. I can find information more quickly when I use physical textbooks. If campus bookstores provide a one-stop shop for my shopping, I will not look for textbooks online. If campus bookstores do not satisfy a majority of my textbook purchasing needs, I will look for textbooks online. If the choice of products at our campus bookstore is limited, I will look for textbooks online. If campus bookstores do not carry a wide selection of products to choose from, I will look for textbooks online. Disagree Feel Neutral Agree Strongly Agree

Do you have a device for reading digital books?

____Yes ____ No

Have you purchased a textbook online in the last academic year? Yes Continue (Part 7)

39

No Skip to Page 6 (Part 9) 7. If yes, which website did you purchase your textbook from most recently? _____ Barnes & Noble _____ Chegg.com _____ Amazon _____ Other _____________________ (Please name it)

8. The next questions are about websites. For the website you indicated in the previous question, please tell us how important it was that the website did the following actions? (check only one). Very Unimportant Unimportant The website makes purchase recommendations that match my needs. The website enables me to order products that are tailor-made to me. The advertisements and promotions the website sends me are tailor-made to my situation. The website makes me feel like a unique customer. The website is customized to my needs. The website presents uncluttered screens. The website has easy-to-follow search paths. The website presented information fast. I shopped at this site because it customizes recommendations for me. Feel Neutral Important Very Important

Skip to Part 10

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9. Based on what youve heard, please tell us if you were to purchase textbooks online, how important would each of the following statements be? (check only one). Very Unimportant Unimportant The website makes purchase recommendations that match my needs. The website enables me to order products that are tailor made to me. The ads and promotions the website sends me are tailor made to my situation. The website makes me feel like a unique customer. The website is customized to my needs. The website presents uncluttered screens. The website has easy-to-follow search paths. The website presented information fast. I shopped at this site because it customizes recommendations for me Feel Neutral Important Very Important

10. Have you rented any textbooks in the last academic year? Yes Continue to Part 11 No Skip to Part 15 11. How often do you rent textbooks? ___Not frequently ___Frequently ___Very Frequently

12. What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate "campus bookstore")

___________________________________________________________________

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13. The next question is about satisfaction with your last textbook rental. Very Unsatisfied How satisfied were you with this rental? Somewhat Unsatisfied Feel Neutral Somewhat Satisfied Very Satisfied

14. How many textbooks have you rented from a website in the last academic year?_________

15. The following questions are about your plans for future textbook rental. Very Unlikely How likely are you to rent a textbook from a website in the next academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > Campus bookstore > Barnes & Noble Website > Amazon > Chegg > Other ____________________ 16. Do you have friends who have bought textbooks online? ____ Yes ____ No ____ No Somewhat Unlikely Can't Really Tell Somewhat Likely Very Likely

17. Do you have friends who have rented textbooks from a website?____ Yes

18. The next questions are about textbook rental rules. If you were to rent a textbook online or have rented a textbook in the past academic year, how much do you agree or disagree with each of the following? Please check one box for each statement. Strongly Disagree The ability to highlight in the book would be very important to me. The ability to write in the book would be very important to me. The ability to extend my rental period is very important to me. Disagree Feel Neutral Agree Strongly Agree

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19. How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? ____Very Unlikely ____Unlikely ____Neutral ____Likely ____Very Likely

20. Which one describes your academic standing? ____Freshman ____Sophomore ____Junior ____Senior ____Masters

21. What is your gender?

____Male

____Female

22. How old are you? _______

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IX. METHODOLOGY For this study, our research team conducted a search of past literature to determine the potential predictors for our main dependent variable: the drivers that influence a students likelihood to obtain their textbook through a rental website. From the independent variables, we created a list of measures. Some of the measures were derived from past literature, others from the Marketing Scales Handbook, and others were developed by our team. After defining our constructs, we developed the individual items that would measure the strength of each predictor as it relates to a students likelihood to rent textbooks online. The result was a 96-item survey, which we administered to a random sample of students at Boston Universitys George Sherman Union. The GSU was an optimal choice for obtaining a good mix of students to take the survey, as it is a central area for students to converge between classes. Due to limited time and resources, our team was not able to administer the surveys at any other university, but we are aware that one school is not representative of the general college student population. The first session was administered on November 4, 2011, from 12 p.m. to 2 p.m. The second set of surveys was administered on November 7, 2011 from 11 a.m. to 1 p.m. Assorted chocolates were offered as an incentive for student participation. The survey was administered to 100 students. Three of those surveys resulted unusable, wielding a total of 97 surveys. The majority of respondents were female at 66; males accounted for 30 of the total respondents. One student did not answer the gender question, declining to disclose that piece of information. Of the respondents, 27 reported having rented a textbook in the last academic year. The respondents ages ranged from 17 to 29 years old.

44

Following the collection of data, our team proceeded to code each answer with a numerical value. Then, we entered the data into SPSS and reverse coded certain items so they would accurately reflect the construct that was being measured. We cleaned the data and tested for reliability. The reliability of multiple-item measures was analyzed for a measure of .60 or higher using Cronbachs alpha. Unreliable measures were removed to increase the reliability of some constructs. For reliability purposes, items were deleted from the following constructs: Better Customer Service, Book Format, Book Availibility, Website Customizability, and Rental Rules. Various single-item measures were also removed due to

a low number of respondents. The construct Consumers Textbook Rental Experience included items that were follow-ups to the question Have you rented any textbooks in the last academic year. These items yielded only 27 responses and had to be deleted due to unacceptable reliability. The rest of our measures proved to be reliable. Next, we created new variables for the constructs composed of multi-item measures and calculated their averages. We ran frequency tests to get a better feel of how our sample scored on each of the constructs. For the final step, our team measured the correlation of each construct with the dependent variables. We tested the strength and direction of the relationship between each driver and the dependent variables using Pearsons coefficient (r). We then calculated the probability reported along with each correlation in order to know if the relationship could be generalized to the general student population. The findings that were statistically significant were those that fell within the 95 percentile of confidence intervals. Finally, our team analyzed the results. We examined the predictors that had the strongest correlation to the dependent variables and developed recommendations for the client based on

45

these generalizable relationships.

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X. RESULTS Analysis of the Measures Once we collected, entered, cleaned and reverse-coded our survey data, we tested the reliability of each construct and the range of frequencies. The predictor Internet Proficiency consisted of three five-point Likert-type questions. The Cronbachs Alpha indicated a 0.85 reliability score. The reliability here was excellent; no measures were removed. The construct perceived textbook need comprised three five-point Likert-type measures. The Cronbachs Alpha score was .83, an excellent score. Therefore, no measures were removed. The Website Customization included six five-point Likert-type measures. We did not remove any measures because the Cronbachs Alpha was .80. The proceeding construct was designed to capture the Websites Ease of Use. The construct is made of three measures, none of which were removed because the Cronbachs Alpha is .80, also an excellent score. The construct Information Seeking consisted of four five-point Likert-type questions. Cronbachs alpha for these items is .78. The construct Consumers' Textbook Online

Shopping Experience asked students whether they had purchased textbooks online in the last academic year and what website they had use for the purchase. We kept these questions as single-item measures. Consumers' Textbook Rental Experience was also composed of a single-item measure asking students if they had rented textbooks in the last academic year. This measure included three follow-up questions which were discarded due to a very small sample size: How often do you rent textbooks, What company did you use the last time you rented a textbook, and

47

How satisfied were you with this rental. The construct history of online textbook rentals was a single-item measure asking respondents how many textbooks they rented from a website in the last academic year. A similar construct, peers' history of online textbook orders contained to single-item measures asking whether a student's peers had bought and/or rented textbooks from a website. The rental rules construct contained three Likert-type questions. The Cronbachs alpha for these measures is .71. After deleting the measure The ability to extend my rental period

is very important to me, Cronbachs alpha reliability is .89. The construct openness to professors' suggestions was a single-item measure that asked, How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? The low Shipping Costs construct consists of four five-point Likert-type questions. Cronbachs alpha reliability for these items is .75, indicating a very good internal consistency. Availability of Book in Campus Bookstores consists of four five-point Likert-type questions. Cronbachs alpha reliability for these items is 0.651. However, after removing the measure If campus bookstores provide a one-stop shop for my shopping, I will not look for textbooks online, and retesting the construct, Cronbachs Alpha reliability is .85. The next construct, Book Format consists of two five-point Likert-type questions, has a

Cronbachs alpha reliability of .849. The proceeding construct initially contained three five-point Likert-type measures. Cronbachs alpha was .740. After removing the measure I can find information more quickly when I use physical textbooks, Cronbachs alpha reliability is .85.

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The Simple Return Policies consists of two five-point Likert type questions. Cronbachs alpha reliability for these items is .75, indicating a very good internal consistency. Better Customer Service consists of two five-point Likert type questions. Cronbachs alpha reliability for these items is .181, indicating an unacceptable internal consistency. As there are only two measures developed for this construct, we removed all these two items. Easy Shopping Process consists of three five-point Likert type questions. Cronbachs alpha reliability for these items is 0.123, indicating an unacceptable internal consistency. From the reliability test, we cant improve the Cronbachs alpha of this construct into a mediocre level (Cronbachs alpha > 0.5) if an item is deleted. Therefore, we removed all these three items. Textbook Prices consists of three five-point Likert type questions. Cronbachs alpha reliability for these items is 0.862, indicating an excellent internal consistency.

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TABLE 2A: RELIABILITY OF SINGLE- AND MULTI-ITEM PREDICTORS

PREDICTOR

CRONBACHS ALPHA .85 (excellent) .83 (excellent) .80 (excellent) .80 (excellent) .778(very good) .894 (excellent)

Internet Proficiency Textbook Need Website Customization Website Ease-of-Use Information Seeking Rental Rules

NUMBER OF ITEMS 3 3 3 3 4 2

ITEMS REMOVED

None None None None None The ability to extend my rental period is very important to me If campus bookstores provide a one-stop shop for my shopping, I will not rent textbooks online. (Bruner, 2009, p. 219) I can find information more quickly when I use physical textbooks. None None Overall, my negative experience outweighs/overweighs my positive experience with online purchasing service. (reverse-coded measure) On the whole, I am/was satisfied with my experience with online purchasing.

Availability of Book in Campus Bookstores

0.849 (excellent)

Book Format

0.849 (excellent)

Low Shipping Costs Simple Return Policies Better Customer Service

0.745 (very good) 0.75(very good) 0.181

4 2 2

Easy Shopping Process

0.123

I do not like complicated things.

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Textbook Prices

0.862 (excellent)

A lot of knowledge required for effective online shopping. (reverse-coded measure) Shopping online usually fits with my schedule. None

Analysis of Variation of Measures Our team compiled predictors comprised of multiple measures. We used SPSS to generate the frequency and mean, medium, mode for the composite. Most measures were scored on a five-point Likert-type scale (see individual predictor for details).

Frequency Distribution, Sampling Error and Mean/Median/Mode of Multi-Item Measures The predictor Internet Proficiency had 97 valid responses. The five-point Likert-Type scale ranged from does not describe me at all (valued at one) to definitely describes me (valued at five). The

mean score was 4.4. The median was 4.7, and the mode was 5.0. No one answered does not describe me at all (1.0) or doesnt really describe me (2.0). Sixteen individuals answered cant really tell (16.5 percent)our neutral response. Most respondents believed they had some level of

Internet proficiency, with 34 respondents (35 .1 percent) believing the predictor sometimes describes [them] and 47 (48.5) respondents indicating the predictor definitely describes

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[them]. The results indicate that most respondents believe they have some degree of skill using the Internet. Textbook Need received 95 valued responses. The five-point Likert-type scale ranged from strongly disagree (one) to strongly agree (five). The mean was 3.9 and the median was 4.0. The mode was 4.0. The data shows a tendency to the agree response, valued at 4.0 during the coding process. Thirty-nine respondents (41.1%) indicated that they agree. The next largest group (26 respondents: 27.4%) indicated that they felt neutral. Nineteen respondents (20.0%) strongly agreed, while one respondent (1.1 %) strongly disagreed and 10 respondents (10.5%) disagreed. Overall, the majority of respondents showed some need for a textbook to benefit academic performance. The predictor Website Ease-of-Use had 95 respondents. The five-point Likert-type scale ranged from very unimportant (valued at one) to very important (valued at five). The mean was The median and mode 4.0. The statistics that respondents believe the website ease 4.1. were show

52

of use to be important (46 respondents: 48.4%). Additionally, 28 individuals (29.5%) indicated the predictor as being very important. The next largest group (18 respondents; 18.9%) felt neutral. Three respondents felt that website easy-of-use was unimportant, with two individuals (2.1%) as unimportant and one (1.1%) as very unimportant. The predictor Website Customization had 96 valid respondents. The five-point Likert-Type scale ranged from very unimportant (valued at one) to very important (valued at five). The statistics show a tendency towards the neutral response. The mean, median, and mode were all three, neutral. Similarly, 45.8% of respondents (44 of the 96 who answered the question) answered neutral. The next largest segment chose unimportant (34

respondents; 35.4%). Eight individuals (8.3 percent) indicated that the predictor was very unimportant, while eight (8.3%) answered important and two (2.1%) reported very important. For the predictor Information Seeking there were 97 valid responses. The five-point Likert-type scale ranged from Doesnt Describe Me At All (with a value of 1) to Definitely Describes Me (valued at 5). The mean score for this predictor was 3.11. The median

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was 3.25 and the mode was 4 for Sometimes Describes Me. The majority of the respondents answered Cant Really Tell (30 respondents; 30.9%). Sometimes Describes Me had 25 (26.9%) respondents and Definitely Describes Me had 2 (2.2%) respondents. On the lower range, 27 (29%) respondents answered with Doesnt Really Describe Me and 9 (9.7%) respondents answered Doesnt Describe Me At All, both of which categories total 36 respondents or 38.7% of the sample, compared to 27 (29%) respondents for the combined upper ranges. The responses for this construct were somewhat evenly distributed, though there was a slight shift toward seeking information from friends as being of low importance for students when shopping online. The construct Consumers' Textbook Online Shopping Experience consisted of two single-item measures. The first, Have you purchased a textbook online in the last academic year had 96 valid responses. The two responses were Yes (scored by 1) and No (scored by 2.) The mean for this predictor was 1.26, the median was 1.00 and the mode was 1 for Yes. Seventy-one (74%) respondents answered Yes and 25 (26%) answered No. Almost two-thirds of the respondents had a history of shopping for textbooks online. For those who answered Yes, 79 answered the single-item measure Which website did you purchase your textbook from most recently? Amazon had the highest positive responses with 56 (70.9%) students affirming they used the site for their last textbook purchase. This was followed by Barnes & Noble with 26 (32.9%) affirmative responses, the "Other" category with 7 (8.9%) respondents, and Chegg with 6 (7.6%) respondents. Some students reported using more than one website for their last rental period, which is why the sum of the percentage of respondents exceeds 100. From these results it seems that most students are comfortable

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shopping for their textbooks online, and that Amazon and Barnes & Noble are leaders in the textbook online-shopping market, which is consistent with our discussion of the competition faced by Chegg in the textbook marketplace. For Consumers' Textbook Rental Experience, we used the single-item measure Have you rented any textbooks in the last academic year. It had 94 valid responses with two possible choices, which were Yes (coded as 1) and No (coded as 2). The mean for this nominal-scale measure was 1.71. The median was 2.00 and the mode was 2 for No. A vast majority (67 respondents; 71.3%) answered that they had not rented any textbooks in the last academic year. Only 27 (28.7%) respondents reported having rented textbooks for the same academic year. This would indicate that although students are familiar with buying their textbooks online, they dont seem to be comfortable yet making textbook rentals, regardless of the place of rental (off- or online). For the construct Peers' History of Online Textbook Orders, our team used two single-item, nominal-scale measures. The first question, which asked students, Do you have friends who have bought textbooks online? had 96 valid responses and two possible answers: Yes (valued at 1) and No (valued at 2). The mean for this item was 1.07. The median was 1.00 and the mode was 1 for Yes. The majority answered Yes, totaling 89 respondents (92.7%). The remaining 7 (7.3%) respondents answered No. The second question asked, Do you have friends who have rented textbooks from a website? And had 93 valid responses. Fifty-eight (62.4%) respondents answered Yes (scored at 1), and 35 (37.6%) respondents answered No (scored at 2). The mean for this predictor was 1.38. The median was 1.00 and the mode was 1 for Yes. These results indicate that the majority of students have friends with

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online textbook shopping or rental experience. The Rental Rules included 91 valid responses. The five-point Likert-type scale ranged from Strongly Disagree (valued at 1) to Strongly Agree (valued at 5). The mean score for this predictor was 3.73. The median was 4.00 and the mode was 4 for Agree. This predictor leaned toward the higher range of possible responses: Agree (31 respondents; 34.1%) and Strongly Agree (26 respondents; 28.6%) totaled 57 responses and 17 (18.7%) students answered with Feel Neutral. Twelve (13.3%) respondents chose Disagree and only 5 (5.5%) answered Strongly Disagree. These results indicate that students place a high importance on the rules dictating textbook rentals. The single-item measure for Openness to Professors' Suggestions asked respondents to answer the following question on a five-point Likert-type scale ranging from Very Unlikely (valued at 1) to Very Likely (valued at 5): How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? There were 94 valid responses for this measure. The mean score for this predictor was 3.07. The median was 3.00, the mode was 4 for Likely. slight majority leaned and A

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toward the upper range (high likelihood): Likely (31 respondents; 33%) and Very Likely (11 respondents; 11.7%) totaled almost half of the sample at 42 (44.7) respondents, and 22 (23.4%) respondents answered Neutral. For negative responses, 14 (14.9%) respondents answered Unlikely and 16 (17%) reported their answer as Very Unlikely. This measure indicates that a majority of students are open to their professors suggestions for obtaining required texts for class. Our main dependent variable, which asked How likely are you to rent a textbook from a website in the next academic year? had 90 valid responses measured on a five-point Likert-type scale ranging from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for the main dependent variable was 2.51. The median was 2.00, and the mode was 1 for Very Unlikely. The majority of the students (37 respondents; 41.1%) answered that they were Very Unlikely to rent a textbook from a website in the next academic year. Eleven (12.2%) respondents answered this question with Unlikely, while 13 (14.4%) respondents answered Can't Really Tell. Somewhat Likely (17 respondents; 18.9%) and Very Likely (12 respondents; 13.3%) totaled 29 (32.2%) respondents. These statistics indicate that, overall, most students dont see textbook rentals from a website as a likely option for obtaining their books in the future.

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The dependent variable specific to Barnes & Noble, which asked If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > Barnes & Noble Website there were 80 valid responses measured on a five-point Likert-type scale ranging from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for this dependent variable was 3.15. The median was 3.50. The mode was 4 for Somewhat Likely. For this dependent variable, the likelihood leaned toward the upper ranges, with the majority of respondents answering Cant Really Tell or a higher likelihood. Twenty one (26.3%) respondents answered Somewhat Likely and 19 (23.3%) answered Very Likely, totaling 40 (49.6%) respondents. Thirteen (16.3%) students answered with Cant Really Tell, while 7 (8.8%) answered Somewhat Unlikely and 20 (25%) answered Very Unlikely, totaling 27 (33.8%) respondents. The dependent variable specific to Amazon, which asked If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon had 81 valid responses. The possible answers were measured on a five-point Likert-type scale ranging from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for this dependent variable was 3.11. The median was 4.00 and the mode was 4 for Somewhat Likely. The majority (31 respondents; 38.4%) of the respondents answered Somewhat Likely and 11 (13.6%) answered with Very Likely. Fourteen (17.3%)

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answered Cant Really Tell, while 6 (7.4%) answered with Somewhat Unlikely and 19 (23.5%) answered Very Unlikely. Amazon and the Barnes & Noble Website had the highest likelihood of the suggested textbook rental companies based online, with only a two-respondent difference 42 (51.9%) and 40 (49.6%), respectively for the sum of the positive responses of Somewhat and Very Likely. The last dependent variable consisted of the following question: If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > Other. There were 79 valid responses measured on a five-point Likert-type scale ranging from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for this dependent variable was 1.91. The median was 2.00. The mode was 2 for Somewhat Unlikely. For this dependent variable, the likelihood leaned significantly toward the lower ranges, with none of respondents answering Cant Really Tell or a higher likelihood. Seven (8.9%) respondents answered Very Unlikely and 72 (91.1%) answered Somewhat Unlikely. For the demographic predictor which one describes your academic standing? There were 96 valid responses. answer choices were Freshman (coded as 1), Sophomore (coded as 2), Junior (coded as 3), Senior (coded as 4) and Masters (coded as 5). The mean for this predictor was 2.72 and the median was 3.00. Our The

59

results yielded multiple modes: 1 (Freshman) and 3 (Junior) had 27 (28.1%) responses each. Fourteen (14.6%) respondents were Sophomores, 15 (15.6%) were Seniors, and 13 (13.5%) were Masters students. There were 96 valid responses to the question What is your gender? The majority (66 respondents; 68.8%) of the students were female and 30 (30.9%) were male. In terms of age (How old are you?), there were 96 valid responses, which ranged from 17 to 29. The mean age was 20, as were the median (20.00) and the mode (20). Two (2.1%) respondents were 17 years old; 22 (22.9%) respondents were 18 years old; 18 (18.8%) respondents were 19 years old; 25 (26%) respondents were 20 years old; and 13 (13.5%) respondents were 21 years old. On the upper age range, 8 (8.3%) respondents were 22 years old and 4 (4.2%) respondents were 23 years old. There were no respondents that were either 24 or 26 years old, but 1 (1%) respondent was 27 years old and another (1 respondent; 1%) was 29 years old. There were 94 valid responses

Importance of Low Shipping Costs

Very Unimportant Unimportant Neutral Important Very Important

for the predictor Low Shipping Costs. The 5-point Likert-type scale ranged from Does Not Describe Me at All (valued at 1) to Definitely describes me (valued 5). The mean score for

this predictor was 3.78. The median was 4.00. And the mode was 5. Only 3 (3.2%) respondents answered Does Not Describe Me at All; 15 (15.9%) answered Doesnt Really

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Describe Me; and 28 (29.8%) respondents chose Cant Really Tell. On the other hand, respondents leaned a little towards Sometimes Describes Me with 36 respondents totaled (38.3%) and 12 (12.8%) choosing Definitely Describes Me. These results indicate that Low Shipping Cost is an important factor in textbook rental online. The predictor Availability of Book in Campus Bookstores had 95 valid responses. The 5-point Likert-type scale ranged from Strongly Disagree (valued at 1) to Strongly Agree (valued 5). The mean score for this predictor was 4.24. The median was 4.33. And the mode was 5 for Strongly Agree. This predictor showed a strong preference for a positive response (4 or 5): No respondents answered Strongly Disagree. Eight

Importance of Availability of Book in Campus Bookstores

Very Unimportant Unimportant Neutral Important Very Important

(8.4%) of the respondents chose Disagree, and 13 respondents chose Feel Neutral. Respondents varied significantly between Agree (42 respondents; 44.2%) and Strongly Agree (32 respondents; 33.7%). Agree and Strongly Agree totaled 74 responses. In all, these results infer that college students place a high importance on the availability of book in campus bookstore. The predictor Book Format had 94 valid responses. The 5-point Likert-type scale ranged from Strongly Disagree (valued at 1) to Strongly Agree (valued 5). The mean score for this predictor was 4.37. The median was 5.00. And the mode was 5 for Strongly Agree. This predictor showed strong preference for Strongly Agree: Two respondents (2.2%) answered

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Strongly Disagree. two respondents (2.2%) answered Disagree. 14 (14.8%) chose Feel Neutral. 27 (28.8%) chose Agree and

Importance of Book Format

Very Unimportant Unimportant Neutral Important

the majority of respondents answered Strongly Agree (49 respondents; 52.1%). Agree and Strongly Agree totaled 76 responses. Therefore, college students believe that textbook format is a very important.

There is also a single-item measure asking about the availability of devices for digital reading. We had 95 valid responses. The nominal-type scale provided the responses of Yes (coded by 1), No (coded by 2). This showed a tendency toward the latter response. The mean score was 1.69. The median was 2.00. And the mode was 2 for No. The strong majority of the
70 60 50 40 30 20 10 0 Do you have a device for reading digital books? Yes No

respondents (66 respondents; 69.5%) answered No. This result indicates that the majority of college students dont have a device for digital reading. Of our five dependent variables, one asked if you were to rent textbooks for your next

academic year, how likely would you be to rent from the following vendors? Campus Bookstores. There were 84 valid responses. The 5-point Likert-type scale ranged from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for this predictor was

62

3.38. The median was 4.00. And there were multipal modes , 4 and 5.Both the responses for Agree and Strongly Agree are 25. 20 respondents (23.8%) answered that they were Very Unlikely to rent textbooks from campus bookstores for their next academic year; Very few (3 respondents; 3.6%) indicated they were Unlikely to do that. 11 respondents (13.1%) chose Cant Really tell; A majority answered Likely (25 respondents; 29.8%) and Very Likely (25 respondents; 29.8%). These statistics indicated that most of the college students may rent textbooks from campus bookstores for the next academic year. The predictor Simple Return Policies had 94 valid responses. The 5-point Likert-type scale for the two measures ranged from Does Not Describe Me At All to Definitely Describes Me. The mean score for this predictor was 2.90. The median was 3.00. The mode was 3.00. There are 11 (11.7%) respondents thought the simple return policies are not Important at all; 28 (29.8%) answered the simple return policies are not really important; 32 (36.2%) answered they cant really tell whether simple return policies are important or not; 20 (21.3%) answered simple return policies are sometimes important; 3 (3.2%) answered simple return policies are definitely important to them. These results indicate that college students didnt have strong desire for simple return policies when shopping online. The predictor Textbook Prices had 95 valid responses. The 5-point Likert-type scale for the three measures ranged from Strongly Disagree to Strongly Agree. The mean score for this predictor was 4.19. The median was 4.67. The mode was 5.00. There are only 3 (2.1%) respondents thought the textbook prices are not Important at all and they are not price sensitive when purchasing the textbooks; 6 (4.3%) answered the textbook prices are not really important and they are not really price sensitive when purchasing textbooks; 19 (20%)

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answered they cant really tell whether textbook prices are important or not and they dont know whether they are price sensitive or not when purchasing textbooks; 23 (24.2%) answered textbook prices are sometimes important and they are sometimes price sensitive when purchasing textbooks; 44 (46.3 %) answered textbook prices are definitely important to them and they are definitely price sensitive when purchasing textbooks. These results indicate that college students are price sensitive, that their textbook purchase decisions are strongly influenced by price. For the fifth dependent variable, If you were to rent textbooks for your next academic year, how likely would you be to rent from Chegg? There are 97 valid responses. The 5-point Likert-type scale ranged from Very Unlikely (valued at 1) to Very Likely (valued at 5). The mean score for this dependent variable was 2.49. The median was 3.00. The mode was 1.00. There are 27(37%) respondents answered that they were very unlikely to rent from Chegg for next academic year; 8 (11%) answered somewhat unlikely to rent from Chegg; 20 (27.4%) answered they cant really tell whether they will rent from Chegg; 11 (15.1%) answered somewhat likely to rent from Chegg; 7 (9.6 %) answered very likely to rent from Chegg. These results indicate that college students are not likely to rent from Chegg for their next academic year.

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TABLE 3A ANALYSIS OF VARIATION OF MULTI- AND SINGLE-ITEM MEASURES PREDICTOR N FREQUENCY MEAN MEDIAN MODE Internet 97 0 - Does not describe 4.4 4.7 5 Proficiency me at all 0 - Does not describe me 16 (16.5%) - Cant really tell 34 (35.1%) Sometimes describes me 46 (48.5%) Definitely describes me Agree and 80 Strongly Agree (83.6%) combined: Availability of 95 2 (2.2%) Strongly 4.24 4.33 5 Book in Campus Disagree Bookstores 2 (2.2%) - Disagree 14 (14.8%) Neutral 27 (28.8%) - Agree 49 (52.1%) Strongly Agree Agree and Strongly Agree combined: Website Customization 76 (80.9%)

95

1.0 (1.1%) - Very Unimportant 2 (2.1%) Unimportant 18 (18.9%) - Neutral 46 (48.4%) Important 28 (29.5%) - Very Important

2.95

3.00

3.00

Important and Very Important combined:

74 (77.9%)

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Book Format

94

0 (0%) Strongly Disagree 8 (8.4%) - Disagree 13(13.7%) Neutral 42 (44.2%) Agree 32 (33.7%) Strongly Agree

4.37

5.00

Agree and Strongly Agree combined: Textbook Prices

74 (77.9%) 95 3 (2.1%) -not Important at all 6 (4.3%) - not really important 19 (20%) - cant really tell whether textbook prices are important or not 23 (24.2%) sometimes important 44(46.3 %)-definitely important 4.19 4.67 5.00

Agree and Strongly Agree combined: Perceived Textbook Need

23 (70.5%) 95 1 (1.1%) -Strongly Disagree 10 (10.5%) Disagree 26 (27.4%) - Neutral 39 (41.1%) - Agree 19 (20%) - Strongly Agree 3.9 4.0 4.0

Agree and Strongly Agree combined: Low Shipping Costs

58 (61.1%) 94 3 (3.2%) Strongly Disagree 15 (15.9%) Disagree 28 (29.8%) Neutral 3.78 4.00 5

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36 (38.3%) - Agree 12 (12.8%) Strongly Agree Agree and Strongly Agree combined: Information Seeking 48(51.1%)

97

9 (9.7%) - Doesnt Describe Me At All 27 (29%) - Doesnt Really Describe Me 30 (30.9%) - Cant Really Tell 25 (26.9%) Sometimes Describes Me 2 (2.2%) - Definitely Describes Me

3.11

3.25

Agree and Strongly Agree combined: Simple Return Policies

27 (29.1%) 94 11 (11.7%) -not Important at all 28 (29.8%) - not really important 32 (36.2%) - cant really tell whether textbook prices are important or not 20 (21.3%) sometimes important 3 (3.2 %)-definitely important 2.90 3.00 3.00

Agree and Strongly Agree combined: Website Ease-of-Use

23 (24.5%) 95 8 (8.3%) - Very 3.0 Unimportant 34 (35.4%) Unimportant 44 (45.8) - Neutral 8 (8.3%) - Important 2 (2.1%) - Very important 3.0 3.0

Agree and

10

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Strongly Agree combined: Single-item measure: Do you have a device for reading digital books? Consumers' Textbook Online Shopping Experience single-item measure #1: Have you purchased a textbook online in the last academic year? Consumers' Textbook Online Shopping Experience single-item measure #2: Which website did you purchase your textbook from most recently? Consumers' Textbook Rental Experience single-item measure: Have you rented any textbooks in the last academic year? Peers' History of Online Textbook Orders single-item measure #1: Do you have friends who have

(10.4%) 95 29 (30.5%) Yes 66 (69.5%) No 1.69 2.00 2

96

71 (74%) - Yes 25 (26%) - No

1.26

1.00

79

56 (70.9%) - Amazon 26 (32.9%) - Barnes & Noble 7 (8.9%) - Other 6 (7.6%) - Chegg

94

27 (28.7%) - Yes 67 (71.3%) - No

1.71

2.00

96

89 (92.7%) - Yes 7 (7.3%) - No

1.07

1.00

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Peers' History of 96 89 (92.7%) - Yes 1.07 1.00 1 Online Textbook 7 (7.3%) - No Orders single-item measure #1: Do you have friends who have bought textbooks online? 93 1.38 1.00 1 Peers' History of 58 (62.4%) - Yes 35 (37.6%) - No Online Textbook Orders single-item measure #2: Predictors Ranked by High Positive Responses Do you have friends who have After generating the frequency distribution, the results showed that certain predictors rented textbooks from a website? ranked more highly in importance than others. The single most important factor for the sample is Internet Proficiency. 80 (83.6%) respondents answered Agree or Strongly Agree in the survey. This predictor was followed by Availability of Book in Campus Bookstores, with 76 (80.9%) of the college students choosing the highest degree on the scale. Website Customization and Book Format both had 77.9% responses for Agree and Strongly Agree. Also receiving a large percentage of Agree/Strongly Agree scores were textbook prices (67 respondents; 70.5%) and Perceived Textbook Need (58 respondents; 61.1%). Almost half (48 respondents; 51.1%) answered Agree/ Strongly Agree to the measures in Low Shipping Costs, 27 (29.1%) respondents ranked Information Seeking highly, followed by Simple Return Policies (23 respondents; 24.5%). Website Ease-of-Use received low percentage of Important/ Very Important (10 respondents; 10.4%). Availability of Device for Digital Reading, Consumers Textbook Online Shopping Experience and Peers History of Online Textbook Orders were nominal scale with Yes/No responses and were therefore not include in the ranking.

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Correlations The team tested correlation in order to measure the strength and the direction of the linear relationships between two variables: a dependent and an independent variable (Pearson product moment co-efficient, r). The following correlations are statistically significant.

We found that the main dependent variable asked as, How likely are you to rent a textbook from a website in the next academic year had a statistically significant relationship with five of our predictors. These predictors are professors suggestion, textbook format, class standing, gender, and experience. We found that a professors suggestion for students to rent their textbooks had a strong relationship with a score of r = .56 and a probability of p = .00. Indicating that students who are more open to the idea of online textbook rentals as an option for obtaining their textbooks are also more likely to accept a professors suggestion to do so. The predictor textbook format had a moderate negative relationship with the main dependent variable, how likely are you to rent a textbook from a website in the next

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academic year. The Pearson correlation was -.31, and the significance was .004. The more comfortable individuals are with using physical textbooks, the less likely they are to rent a textbook online. For the other measure, Which one describes your academic standing? we found a relationship with our main dependent variable, How likely are you to rent a textbook from a website in the next academic year? The score of r = -0.252, with a probability of p = 0.17 reflects a negative moderate relationship. This indicated that the higher the academic standing, the less likely they would rent textbooks in the next academic year. Additionally, our team used a One-way ANOVA test in order to compare means for those who have already rented a textbook online and those who have no experience with online textbook rentals against the main dependent variable. Prior textbook rental experience proved significant with a score of 0.0. The mean for those who have already rented a textbook was 4.1, while those who had not rented a textbook online had a mean of 1.9. Therefore, those who had rented textbooks in the past are likely to rent textbooks in the future. In order to test a gender correlation, our team used a One-way ANOVA test in order compare means with the main dependent variable. The p score approached significance at .069. The mean for males was 2.1 and the mean for females was 2.7. Therefore, both males and females are not likely to rent textbooks online, but females are slightly more likely to rent textbooks than males. For the measure concerning Chegg stated as, If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > Chegg, had a

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statistically significant relationship with six of our predictors.

We found textbook price as

having a moderate positive relationship with a students likelihood to rent their books from Chegg with a score of r = .24 and a probability of p = .05. To find the correlation between the single-item measure, Have you rented any textbooks in the last academic year? and the dependent variable associated with Chegg, our team used a one-way ANOVA test to compare the means of the two possible answers, Yes and No. Yes had a higher mean at 3.17, compared to No at 2.13, establishing a stronger correlation between those who had rented textbooks and those who were likely to rent from Chegg in the future with a probability of p = .00. There was a negative moderate correlation approaching significance between the Chegg measure and the textbook format, with a score of r = -.23 and a probability of p = .06. We found that the measure, Do you have friends who have rented textbooks from a website? had a negative moderate relationship with one of the dependent variables, If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg. We found that the mean score of the answer Yes is 2.76, while the mean score of the answer No is 2.04. The friends renting behavior and the dependent variable reflected a relationship with a score p = 0.035, indicating that college students who have friends who have rented textbooks from a website are more likely to rent textbooks from Chegg for the next academic year. The results of the measure we tested, How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? had a moderate relationship with the dependent variable, If you were to rent textbooks for your next

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academic year, how likely would you be to rent from the following vendors? Chegg. It reflected a relationship with a score of r = 0.232 with a probability of p = 0.052 that is very close to 0.05, indicating that there is a high probability that college students would rent textbooks from chegg if the professor suggests it as an option for obtaining book. Our team also found a correlation between prior textbook rental experience and the likelihood to rent from Chegg. The significance was .002. Among those who had prior textbook rental experience, the mean for renting from Chegg was 3.2, a neutral score. However, those who had no rental experience scored a mean of 2.1, and were therefore unlikely to rent from Chegg. For the measure concerning BarnesandNoble.com stated as, If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? > BarnesandNoble.com, had a statistically significant relationship with one of our predictors. The predictor textbook need showed a moderate correlation with the dependent variable likelihood to rent from barnesandnoble.com. The correlation was .3 and the significance was .01. The positive correlation indicates that the more an individual believes they need the textbook for academic success, the more likely they are to rent a textbook from Barnes and Nobles website. ture, while those who have not rented are unlikely to rent textbooks online We ran the correlations on SPSS for our fourth dependent variable If you were to rent textbooks for your next academic year, how likely would you be to rent from Amazon? The result showed a negative moderate relationship between the dependent variable and the predictor availability. The Availability had a score of r=-.22 with a probability of .05. This

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means that the less available textbooks in campus bookstores, the more likely college students are to rent textbooks from Amazon for the next academic year. We also ran correlations for the predictor the low shipping cost with the dependent variable, If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors>Amazon. We received a score of r = 0.236 with a probability of p = 0.037, reflecting that the more importance the low shipping cost is to college students, the more likely they would rend textbook from Amazon for their next academic year. We compared the means and tested the one-way ANOVA for our dependent variable If you were to rent textbooks for your next academic year, how likely would you be to rent from Amazon? and all the two-point nominal scale measures. The results showed that the questions Have you rented any textbooks in the last academic year? and Whats your gender? are positively correlated with the dependent variable. For the question Have you rented any textbooks in the last academic year? Twenty-five people answered Yes, and their mean score was 3.72; 54 people answered No with a mean score of 2.80. The probability was .01. This indicates that people who have rented textbooks in the last academic year are more likely to rent textbooks from Amazon in next academic year. For the question Whats your gender? there were 26 males with a mean score of 2.73 and 54 females with a mean score of 3.33. The probability was .06. This indicated that female college students are more likely than male college students to rent textbooks from Amazon for next academic year. The team also found that the dependent variable If you were to rent textbooks for your next academic year, how likely would you be to rent from Campus Bookstore? has a

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positive moderate relationship with the predictor information seeking. The Information Seeking had a score of r=.22 with a probability of .05. This means that the more a person is interested in talking about shopping online as well as seeking information from friends, the more likely they are to rent textbooks from campus bookstores in the next academic year.

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TABLE 4A- 4E: CORRELATIONS BETWEEN FIFTEEN PREDICTORS AND THE DEPENDENT VARIABLES. A. How likely are you to rent a textbook from a website in the next academic year? PREDICTOR Correlation coefficient (r) Significance (p) Computer Confidence -.014 .899 Internet Proficiency -.021 .845 Book Availability .125 .246 Website Customization .080 .451 Book Format -.308 .004 textbook prices .126 .241 Perceived Textbook Need .055 .609 Low Shipping Costs .172 .111 Information Seeking .126 .249 simple return policies -.015 .893 Website Ease-of-Use -.002 .982 Rental Rules -.059 .594 Openness to Professors .559 .000 Suggestions Academic Standing -.252 .017 Age -.238 .025

B. If you were to rent a textbook for your next academic year, how likely would you be to rent from the following vendor? Campus Bookstore PREDICTOR Correlation coefficient (r) Significance (p) Computer Confidence .184 .095 Internet Proficiency -.071 .522 Book Availability -.060 .595 Website Customization .410 .091 Book Format -.057 .611 Textbook Prices -.104 .354 Perceived Textbook Need .153 .171 Low Shipping Costs .032 .774 Information Seeking .220 .050 Simple Return Policies -.035 .758 Website Ease-of-Use .001 .990 Rental Rules .001 .996 Openness to Professors .129 .247 Suggestions Academic Standing -.221 .045 Age -.171 .123

C. If you were to rent a textbook for your next academic year, how likely would you be to rent from the following vendor? BarnesandNoble.com

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PREDICTOR Computer Confidence Internet Proficiency Book Availability Website Customization Book Format Textbook Prices Perceived Textbook Need Low Shipping Costs Information Seeking Simple Return Policies Website Ease-of-Use Rental Rules Openness to Professors Suggestions Academic Standing Age

Correlation coefficient (r) .033 -.107 -.051 .045 -.096 .038 .277 .011 .012 -.164 -.031 .119 .236 -.105 -.113

Significance (p) .769 .346 .659 .690 .404 .744 .014 .924 .915 .152 .782 .307 .037 .358 .321

D. If you were to rent a textbook for your next academic year, how likely would you be to rent from the following vendor? Amazon PREDICTOR Correlation coefficient (r) Significance (p) Computer Confidence -.005 .968 Internet Proficiency -.031 .784 Book Availability -.224 .047 Website Customization .140 .213 Book Format -.150 .190 Textbook Prices .127 .264 Perceived Textbook Need .096 .401 Low Shipping Costs .236 .037 Information Seeking -.053 .647 Simple Return Policies -.073 .521 Website Ease-of-Use .026 .817 Rental Rules .074 .523 Openness to Professors .210 .063 Suggestions Academic Standing -.018 .877 Age -.001 .996

E. If you were to rent a textbook for your next academic year, how likely would you be to rent from the following vendor? Chegg PREDICTOR Correlation coefficient (r) Significance (p) Computer Confidence -.116 .329 Internet Proficiency .046 .698

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Book Availability Website Customization Book Format Textbook Prices Perceived Textbook Need Low Shipping Costs Information Seeking Simple Return Policies Website Ease-of-Use Rental Rules Openness to Professors Suggestions Academic Standing Age

-.119 .093 -.228 .237 -.115 .149 -.123 -.130 .060 -.181 .232 -.021 -.049

.323 .436 .056 .046 .338 .215 .310 .276 .612 .136 .052 .864 .681

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XI. DISCUSSION Dependent Variable The results of our survey found that, while every student in our sample was familiar with online shopping and the majority had a history of buying their books online, students who have rented their textbooks online are still the minority. Seventy-four percent of the respondents had bought a textbook online in the last academic year, but only 28.7% of them had used a textbook rental site to fulfill their needs. When asked about their friends shopping habits, however, it seemed that their peers were more involved in the online shopping and rental process than they, which is good news, considering the networking nature necessary to make online vendors a success. The research indicated that 92.7% of respondents had

friends who shopped for their textbooks online, and the majority (62.4%) also had friends that rented their textbooks online. Our research team found, however, that students dont feel that renting their books from a website is a viable option for them. Only 32.2% of respondents indicated that they were, on some level, likely to rent textbooks from a website in the next academic year. When we asked students which vendor they would prefer if they were to make a textbook rental in the next year, the campus bookstore resulted in the most likely source for students to rent their books, with 60% percent of respondents saying they were at least somewhat likely to rent their books from them if necessary. Of the three websites listed under our dependent variables, Amazon and the Barnes & Noble site had the strongest, almost identical likelihood of being used for textbook rentals. Almost 52% of students reported being at least somewhat likely to rent from Amazon in the

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future. For the Barnes & Noble site, 49.6% of students reported this level of likelihood. This is consistent with our review of the competitive climate within the textbook rental market as discussed earlier in this report, marking these two vendors as established and trusted sources for obtaining classroom texts.

Demographics Our research results yielded a demographic overview of our sample population. The respondents to the survey were mainly undergraduate females, ranging from 17 to 29 years of age. There was a fairly even distribution of those between the ages of 18 and 21. The distribution for academic standing was also relatively equal, although there was an equal majority of freshmen and juniors.

Predictors For our main dependent variable measuring the students likelihood to rent a textbook in the future from any vendor, we found that the predictor Consumers History of Textbook Rental revealed that a students previous experience with a textbook rental service was an indicator of their future plans for rental. Students who had rented in the past were likely to rent in the future. Through the predictor Openness to Professors Suggestions, we also found that a professors influence is important in helping students decide whether to rent their textbooks or not. This was consistent with the findings of Foucalt & Scheufele (2002). The predictor perceived Textbook Format indicated that students valued physical textbooks more than they did electronic textbooks. This is consistent with Robinson (2011)s

80

findings that students find it uncomfortable to read from electronic textbooks. These results indicated that the more value students ascribe to physical textbooks, the less likely they are to rent textbooks from a website. The predictor Academic Standing showed a weak but significant relationship with the main dependent variable. The higher the grade level, the less likely a student would be to rent their textbooks online. This is consistent with findings by Belivue, Hicks and Stone (2011) which compare the textbook buyback habits of traditional and non-traditional student. The predictor Gender did not yield a very strong correlation, but females were slightly more likely to rent textbooks online than male, consistent with findings by Belivue, Hicks and Stone (2011) and Foucalt and Scheufele (2002). The predictors Consumers History of Textbook Rental, Textbook Format and Openness to Professors Suggestions related similarly to Chegg as they did to the main dependent variable. Additionally, the construct Peers History of Textbook Rentals revealed that students are likely to rent from Chegg if they have friends whove rented textbooks from a website. This is consistent with findings by Foucalt and Scheufele (2002). Finally, Textbook Price was also an important factor for those students likely to rent from Chegg. The more price conscious the student, the more likely theyd be to rent from Chegg. This follows is consistent with the findings in studies by Belivue, Hicks and Stone (2011); Talaga and Tucci (2001); Spring (2011); and Robinson (2011). For BarnesandNoble.com, the predictor Perceived Textbook Need revealed that the more a student believes a textbook is necessary for academic success, the more likely they are to rent textbooks from Barnes and Nobles online site. This is also consistent with our review of

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past literature (Spring, 2011). For Amazon, the predictors Consumers History of Textbook Rental and Gender yielded similar results as they did for our main dependent variable. Additionally, the predictor Textbook Availability revealed that unavailability of a textbook at the campus bookstore increased the likelihood of a student searching for a rental on Amazon.com. This is consistent with findings by Talaga and Tucci (2001). Low Shipping Cost was also important for students likely to rent from Amazon, as consistent with findings by Talaga and Tucci (2001). Finally, the predictor Information Seeking was relevant for students likely to rent their textbooks from the campus bookstore. As students seek information about where to obtain their textbook, their likelihood to rent from the campus vendor increases. This is consistent with findings by Foucalt and Scheufele (2002).

Summary Although students are familiar with the idea of shopping for their textbooks online, rental services are trailing behind in capturing the student population. Overall, our survey found that college students were not highly likely to rent their textbooks in the near future. However, it also found differences in the likelihood to rent from different vendors. Barnes and Noble and Amazon are leaders in the textbook rental market, while Chegg is still struggling to be recognized as a serious vendor. Certain factors became common denominators across a students likelihood to rent from different vendors. People influences, like professors suggestions or peers rental experiences, were found to be important for being likely to rent with any vendor as well as with specific

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companies. Personal experience was also an important base for students to base their prediction on the likelihood of future rentals. Our survey indicates that the customers with the most potential for textbook rentals are lower classmen, generally females more than males. We also determined that it was important to maintain the relationship with previous renters in order to increase the likelihood of future rentals. This might be particularly difficult because students dont generally buy textbook year-round, but rather at the beginning and end of semesters. However, loyalty programs as well as friend referral programs might be a good way to ensure those students and their friends come back to the same rental site in future semesters.

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XII. CONCLUSION AND RECOMMENDATIONS Recommendations Research from this study shows that many people have not utilized a textbook rental service to obtain their textbooks. However, all but one individual surveyed purchased a product online. Aware that this might be the case, the research team designed the survey to capture insights about online shopping that would be helpful in making recommendations to Chegg. The following recommendations were derived from the predictors we tested combined with information in the literature review. One of the strongest predictors of future textbook purchases is whether an individual has purchased a textbook in the past. Similarly, previous Chegg renters are very likely to rent in the future. It is important for Chegg to maintain its customer base and bring its competitors customers to Chegg. Our team would like to propose five main strategies to maintain and build our customer base among those who have experience renting textbooks. The first strategy is to send frequent emails to Cheggs current consumers reminding them to return their textbooks and get ready for the next semester by renting books through Chegg. Similarly, through these emails Chegg could send discounts exclusively for previous customers. We suggest that Chegg establish a frequent renters program, providing rewards and benefits for those who rent often. These methods might build brand loyalty and support top-of-mind awareness for Chegg. The third strategy is to utilize social media

advertising. We suggest placing Chegg advertisements on our competitors Facebook pages. It is possible that those visiting our competitors pages are already book renters, but are not aware of Chegg. These advertisements will present those who might already be more

84

likely to rent with an additional rental option. Finally, Chegg could directly target those who rent from a competitors site by offering discounts to those who can show proof of a previous rental from a different site. The recommendations presented above allow Chegg to maximize the potential purchase power of a group that is more likely to rent textbooks in the future. Our research pointed out that students are generally open to professors suggestions for places to find the required texts. This was consistent with past research that claims that professors are influencers in the likelihood of a student obtaining their textbooks online (Foucalt and Scheufele, 2002). Chegg should focus some of its efforts at courting professors, so that they become another medium for Chegg to become a viable place for students to fulfill their textbook needs. These efforts would be carried out in two parts. On one hand, we recommend that Chegg target professors by encouraging them to create profiles on the Chegg website. Then, professors could create lists of the books they will need the following semester and would receive a discount code to distribute to their students. This campaign would emphasize how easy it is for professors to ensure the textbooks for their courses would be available without the bureaucracies of submitting book lists to their campus bookstores every semester. Moreover, the renewal process would be as easy as the click of a button. The discount code could then be passed on to students before the beginning of the semester, increasing the chances that theyll have their textbooks more quickly and at a reduced price. Price was also an important predictor, one that correlated specifically with students likely to rent from Chegg in the future. A review of previous literature was a solid base for this predictor, which entailed the idea of affordable prices as important motivators for online

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textbook purchases and rentals (Belivue, Hicks and Stone, 2011; Talaga & Tucci, 2001; Spring, 2011; Robinson, 2011). Chegg should focus their advertising efforts on showcasing their low prices. Our team also suggests that Chegg periodically release coupon codes, especially at the beginning and end of each semester when textbook traffic is the highest. Finally, Chegg should keep making use of its price-comparison tools, with the added dimension of comparing their prices with competitors when Cheggs price for a book is lower. Our team has also determined that the more important on perceives a textbook to their academic career, the more likely they are to rent textbooks. Research shows (CITE). Chegg can remind students that textbooks are integral to academic success via specifically focused advertisements and on their website. Chegg can continue to cater to the academic minded by providing a free trail for Cheggs homework help site. According to our survey, the higher the academic standing, the less likely the student will be to rent textbooks in the next academic year, which means that the freshmen are probably the most likely to rent textbooks. In order to publicize to this group, we suggest Chegg host

orientation events and provide welcome-package materials with Chegg branded items. Additionally, we recommend Chegg send direct emails to seniors in high school or

SAT-takers. Shipping cost is also an important factor that influences college students textbook renting behavior. Our survey indicates that the more important the low shipping cost is to college students, the more likely they would rent textbooks from Amazon for their next academic year. In order to match competitors shipping benefits, like those provided by

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Amazon Student, we suggest providing free shipment for all customers or those who rent with Chegg frequently. Availability of the textbooks in campus bookstores is an important criterion in college students rental choices. Research conducted by Talaga & Tucci (2001) supported this finding. Our study found that college students tend to rent textbooks from Amazon.com if the textbooks are not available in campus bookstores. Providing its consumers with a wide selection of products is an important characteristic of Amazon. Therefore, in order to increase its rental business, we suggest that Chegg provides students with a wide variety of textbooks. Chegg can expand partnerships with small textbook venders to ensure their textbook inventories match students needs. Chegg can focus on their large and diverse inventory in advertisements and on their website. A persons interest in talking about shopping online as well as seeking information from friends is a predictor we found related to college students choice of renting textbooks. A study conducted by Foucalt & Scheufele (2002) supported this predictor. Our study found that the more a student is interested in talking about their experiences and seeking information about shopping online, the more likely they are to rent textbooks from physical campus bookstores. Therefore, in order to get people interested in renting from Chegg, we suggest Chegg develop public relations or advertising campaigns to encourage Chegg users to share their renting experiences with their friends. Chegg could make use of students rental reviews, textbook review websites, blogs, and social media. Chegg may consider offering some incentives to encourage more students to share information. The research team has revealed potential hurdles Chegg has to overcome in order to

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expand its business. Our research discovered that those who value a physical textbook are less likely to rent textbooks in the future. We suggest that Chegg emphasize that sutdents will still receive an old-fashioned textbook when renting from Chegg. While the method for obtaining the book is different, the actual end product is the same as if the consumer purchased the textbook from the campus bookstore. Additionally, when divided by gender, both males and females are unlikely to rent textbooks online. Females, however, are slightly more likely to rent than males. Similarly, our research shows that females are more likely to make purchases from Amazon than males. In order to draw women to Chegg, we first suggest targeting women by placing advertisements in womens magazines. According to research, women are more likely than men to sell back books (Believue, Hicks and Stone, 2011). Chegg should capitalize on this price conscious behavior in women and focus on the competitive price the company offers in their advertisements. Although we do not know specifically why males are more unlikely to

purchase textbooks, Chegg should continue to promote to them through advertisements on male-focused magazines and websites. Recommendations for Further Study E-book Readers: Our study assessed whether students had e-book readers and how important a physical textbook was to students. However, our team did not research how students used e-book readers and if the technology was used by students for academic purposes. Chegg offers electronic textbook rental, but we only tested how likely students were to use the physical textbook rental service. The National Association of College Stores expects the digital textbook market to grow, making the e-textbook rental market an

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important area to explore for additional business opportunities (Foderaro, 2010). Non-Traditional Students: The survey we conducted took place at Boston University, a traditional educational institution. Furthermore, the survey took place in the student union, where many students eat on campus. The survey only assessed traditional college students, most of them between the ages of 18 and 22 years-old. With the advent of online learning, Chegg could explore how likely those students are to rent textbooks online. It is possible that these students are more likely to rent online because they have a different level of comfort with the Internet. Additionally, non-traditional students might have different values that could affect their likelihood to rent textbooks online. Ultimately, Chegg has a multitude of publics who could be potential consumers. Chegg Affiliated Institutions: There are several educational institutions that already have a formal relationship with Chegg. Boston University does not have this kind of relationship. The survey showed that not many people had experience with Chegg, therefore Chegg might want to explore students attitudes towards the company where it is already commonplace.

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XIII. ASSESSMENT Measures The measures we used were derived from in-depth research into the studies used in the literature review. If the studies that helped us determine the predictors did not feature or

reference measures that were appropriate for our survey, then our team would search the Marketing Scales Handbook for applicable measures. Occasionally, we would have to adapt

measures to fit our survey and capture the constructs we were attempting to research and understand. Adapting some measures to better fit our survey sometimes resulted in a poor Any measure that had a weak Cronbachs Alpha, under .70, was

Cronbachs alpha score. excluded from analysis.

The team excluded the predictor shopping ease of use. We adapted measures from the Marketing Scales Handbook, but the original measures were asked of consumers after they used the designated website. Therefore, the questions did not assess what was Ultimately, our

important to consumers when they shopped, but their reaction to a website.

team was unable to translate the given measures into measures that would be suitable for us. Additionally, we did not analyze whether students had purchased a book from a store under the option other with the dependent variables. The responses given to what the

other bookstore was were varied and sparse. We decided that no valid conclusions could be made from such a vague measure. There was an error made in the coding process, and we were forced to disregard the predictor Computer Confidence. While the Cronbachs alpha score was high, the statistical significance was unacceptable, leading to no major losses in recommendations.

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Overall, we are pleased that our team successfully measured a wide variety of predictors that allows us to present a multitude of recommendations to Chegg.

Instrument The instrument we used was a 96 question self-report survey. The survey was

conducted in the Student Union, where many students stop for a quick meal or to study between classes. The length of the survey, combined with the students time limitations,

may have resulted in quick responses with students not devoting much attention to their questions or answers. survey. Furthermore, our survey had multiple sections in which the respondent only had to respond to one question. For example, if they answered yes to one question, they would Despite these limitations, students seemed very willing to take the

answer one set of question, while the respondents who answered no would answer a separate set of questions. We would sometimes see that the students would respond to both We would then have to look to their deciding answer (yes or We also encountered minor

sets of questions by mistake.

no) to determine which set of answers to enter into SPSS.

problems for the other answer in the question where have you purchased textbooks from in the past year. As mentioned previously, we did not analyze that section because the responses were too few and too varied.

Methodology The team was only able to distribute 100 surveys. This low number makes it difficult to

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understand Boston Universitys community as a whole, nevertheless college students in general. However, we are pleased that some of our data was statistically significant. We

were able to ascertain about an equal number of surveys from both freshman and juniors, but a lesser number from sophomores and juniors. Additional surveys may have resulted in a

more equal distribution of respondents across the classes. It is interesting to note that many of those surveyed had not rented textbooks before. Conducting additional surveys might have provided more data from those who have rented textbooks previously. In the future, Chegg would be well served by conducting surveys

once a school year in order to determine trends among the predictors.

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XIV. REFERENCES
Albright, M. (2010, August 10). Rental brings down high cost of textbooks. St. Petersburg Times, Pg. 1A. Retrieved October 16, 2011, from http://www.lexisnexis.com.ezproxy. bu.edu/hottopics/lnacademic/
Amazon. (2011) Retrieved from http://www.amazon.com/gp/help/customer/ display.html?nodeId=200500380

Barnes & Noble. (2011) Retrieved from http://www.barnesandnoble.com/u/textbooks-college -textbooks/379002366/ Beliveau, B., Hicks, L., & Stone, R. (2011). Why college students sell back their textbooks. College Student Journal, 45(2), 288-288-295. Retrieved October 16, 2011, from http://search.proquest.com/docview/873625957?accountid=9676 Bruner, G. C., (1994). Marketing scale handbook: A compilation of multi-item measures for consumer behavior & advertising research, 2, 427 Bruner, G. C., (2004). Marketing scale handbook: A compilation of multi-item measures for consumer behavior & advertising research, 4, 198, 431, 512 Bruner, G. C., (2009). Marketing scale handbook: A compilation of multi-item measures for consumer behavior & advertising research, 5, 506, 510 Chegg. (2011, October 5). Chegg study reveals the hidden buying power of the college student. [Press Release] Retrieved October 16, 2011, from http://www.prnewswire.com/news-releases/chegg-study-reveals-the-hidden-buying-power-of-the -college-student-131144298.html Couch, T. (2009, November 19). Chegg.com secures $112 million to fund explosive growth in online textbook rent. [Press Release] Retrieved October 16, 2011, from http://www.reuters.com/article/2009/11/19/idUS196206+19- Nov-2009+PRN20091119 Foderaro, L.W. (2010, October 21). For college students, it's paper over pixels; textbooks are preferred to digital readers despite their cost and weight. The International Herald Tribune, Pg. 16. Retrieved October 16, 2011, from
http://www.lexisnexis.com.ezproxy.bu.edu/hottopics/lnacademic/

Foucault, B. E., & Scheufele, D. A. (2002). Web vs campus store? Why students buy textbooks online.

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Journal of Consumer Marketing, 19(5), 409-423. doi:10.1108/07363760210437632 Half price books trying to tap college textbook revenue. The Dallas Morning News, Pg.9. Retrieved October 16, 2011, from http://www.lexisnexis.com.ezproxy.bu.edu/ hottopics/lnacademic/ Hacker, H.K. (2010, January 4). Knowledge for rent: More places offering college textbooks on loan. The Dallas Morning New, Pg. A01. Retrieved October 16, 2011, from http://www.lexisnexis.com.ezproxy.bu.edu/hottopics/lnacademic/ Koch, J. V. (2006, September). An economic analysis of textbook pricing and textbook markets. Retrieved October 10, 2011, from http://www2.ed.gov/about/bdscomm/list/acsfa/kochreport.pdf Keating, M. & Brown, C.J. (2011) Barnes & Noble College Textbooks Options Will Save Students More Than $200 Million This School Year. [Press Release] Retrieved October 10, 2011, from
http://www.barnesandnobleinc.com/press_releases/2011_august_15_bnc_ bts_cost_savings.html

Lester, D., & Yang, B. (2007). Who buys textbooks online: A replication. Psychological Reports, 100(1), doi:10.2466/PR0.100.1.30-30 Mintel. (2005, June). Books, music and video retailing Europe. Retrieved October 10, 2011, from http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_ results/show&/display/id=165444 Maloney, S. (2007). More students are bargain shopping online for textbooks. New Orleans CityBusiness, (02794527), 1-1. Retrieved October 16, 2011, from http://search.proquest.com/docview/209588773?accountid=9676 Robinson, S. (2011). Student use of a free online textbook. Academy of Educational Leadership Journal, 15(3), 1-1-10. Retrieved October 16, 2011, from
http://search.proquest.com/docview/886552772?accountid=9676

Siddiqui,N., OMalley, A., McColl, J.C. & Birtwistle, G. (2003), Retailer and consumer perception of online fashion relailers: Web site design issues, Journal of Fashion Marketing and Management, 7(4), 345-55. Spring, N. Y. (2011). Trends influencing the growth of digital textbooks in us higher education. Publishing Research Quarterly, 27(2), 178-187. doi: 10.1007/s12109-011-9216-5 The Student PIRGS. (2004, January 15). Ripoff 101: How the current practices of the textbook industry drive up the cost of college textbooks. Retrieved October 16, 2011, from http://www.studentpirgs.org/textbooks/reports/ripoff-101

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Tiger, A., & Clow, K. E. (2011). Quantitative methods professors' perspectives on the cost of college textbooks. Academy of Information and Management Sciences Journal, 14(2), 39-39-55. Retrieved October 16, 2011, from http://search.proquest.com/docview/886542957?accountid=9676 Talaga, J. A., & Tucci, L. A. (2001). Consumer tradeoffs in on-line textbook purchasing. The Journal of Consumer Marketing, 18(1), 10-10-20. Retrieved October 16, 2011, from http://search.proquest.com/docview/220125253?accountid=9676 Wilson, T. (2010, September 5). What's hot on campus: Textbook rental. The Philadelphia Inquirer, Pg. A01. Retrieved October 16, 2011, from
http://www.lexisnexis.com.ezproxy.bu.edu/hottopics/lnacademic/

Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model A critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-41-42, 44-62. Retrieved October 16, 2011, from http://search.proquest.com/docview/236686877?accountid=9676

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APPENDIX A: SPSS Output of Reliability

Reliability Statistics Computer Confidence Cronbach's Alpha .731 N of Items 5 Item-Total Statistics Corrected Scale Mean if Item Deleted I feel confident and relaxed while working on the computer. The harder I work at learning computers, the more confused I get. I have sometimes thought 7.3814 8.1134 7.8969 8.426 10.227 10.114 .476 .611 .434 .711 .652 .707 computers dont like me. I always have problems working on computers. I can usually manage to solve computer problems by myself. 7.8454 8.570 .624 .628 8.5155 Scale Variance if Item Deleted 12.169 Item-Total Correlation .443 Cronbach's Alpha if Item Deleted .717

Reliability Statistic Internet Proficiency Cronbach's Alpha .849 N of Items 3 Item-Total Statistics Corrected Scale Mean if Item Deleted I am extremely skilled at using the Web. I consider myself knowledgeable about good search techniques on the Web. I know how to find what Im looking for on the Web. 8.8454 1.945 .703 .807 8.9175 1.618 .819 .688 8.9175 Scale Variance if Item Deleted 1.722 Item-Total Correlation .648 Cronbach's Alpha if Item Deleted .864

96 Reliability Statistic Internet Proficiency Cronbach's Alpha N of Items

Reliability Statistics Ease of Return Policies Cronbach's Alpha .566 N of Items 4

Item-Total Statistics Corrected Scale Mean if Item Deleted When I return a defective product I bought online, I usually have to go through a lot of annoying paperwork. Making a request to return a defective product I bought online usually wastes a lot of time. Overall, my negative experience outweighs/overweighs purchasing service. On the whole, I am/was satisfied with my experience with online purchasing. 7.8710 6.201 .245 .572 my positive experience with online 7.4086 5.092 .183 .637 6.4409 3.510 .551 .292 6.6989 Scale Variance if Item Deleted 3.930 Item-Total Correlation .485 Cronbach's Alpha if Item Deleted .368

Reliability Statistics Information Seeking Cronbach's Alpha .778 N of Items 4 Item-Total Statistics Corrected Scale Mean if Item Deleted Scale Variance if Item Deleted Item-Total Correlation Cronbach's Alpha if Item Deleted

97 Reliability Statistics Information Seeking Cronbach's Alpha N of Items 9.1720 9.166 .512 .762 I often seek out the advice of my friends regarding shopping online I spend a lot of time with my friends talking about products and brands to buy online My friends usually give me good advice on what brands to buy online I often talk to my friends about where to buy products online 9.2043 9.099 .560 .736 9.3226 8.373 .714 .657 9.6559 9.054 .555 .739

Reliability Statistics Shipping Costs Cronbach's Alpha .745 N of Items 4 Item-Total Statistics Corrected Scale Mean if Item Deleted I choose to shop on the website that has the lowest shipping costs at the time. I compare the shipping costs on different websites. I would rather go to the real stores to save I would shipping costs. choose the 11.0319 8.246 .582 .661 rather 11.5106 10.210 .332 .790 11.5106 7.048 .676 .599 11.2979 Scale Variance if Item Deleted 8.771 Item-Total Correlation .592 Cronbach's Alpha if Item Deleted .661

website which has lower or no shipping costs.

Reliability Statistics Textbook Need Cronbach's Alpha N of Items

98 Reliability Statistics Textbook Need Cronbach's Alpha .828 N of Items 3 Item-Total Statistics Corrected Scale Mean if Item Deleted I need the assigned textbooks to complete my work. Without the textbooks, I would not be able to do well in the class. Having my own copy of the assigned textbook helps me study. 7.4842 4.018 .701 .801 8.1368 2.524 .693 .789 7.8526 Scale Variance if Item Deleted 2.829 Item-Total Correlation .759 Cronbach's Alpha if Item Deleted .686

Reliability Statistics Textbook Price Cronbach's Alpha .862 N of Items 3 Item-Total Statistics Corrected Scale Mean if Item Deleted I pay attention to discounts when I buy a textbook. I compare prices of at least a few textbook shops or websites before I choose one. I usually buy the lowest priced textbook that will suit my needs. 8.4211 3.948 .774 .772 8.4526 4.016 .713 .834 8.2632 Scale Variance if Item Deleted 4.579 Item-Total Correlation .739 Cronbach's Alpha if Item Deleted .812

Reliability Statistics Textbook Format Cronbach's Alpha .740 N of Items 3 Item-Total Statistics

99 Reliability Statistics Textbook Format Cronbach's Alpha N of Items Corrected Scale Mean if Item Deleted Physical textbooks easy to use. I feel more comfortable using physical I can find textbooks information than more 8.7204 2.943 .471 .848 electronic textbooks. quickly when I use physical textbooks. 8.1075 3.510 .672 .544 are more 7.9677 Scale Variance if Item Deleted 4.032 Item-Total Correlation .644 Cronbach's Alpha if Item Deleted .612

Reliability Statistics Availability Cronbach's Alpha .478 N of Items 4

Item-Total Statistics Corrected Scale Mean if Item Deleted If campus bookstores provide a one-stop shop for my shopping, I will not look for textbooks online. If campus bookstores do not satisfy a majority of my textbook purchasing needs, I will look for textbooks online. If the choice of products at our campus bookstore is limited, I will look for textbooks online. 11.0105 3.670 .574 .161 11.1684 3.780 .451 .251 12.7053 Scale Variance if Item Deleted 5.295 Item-Total Correlation -.131 Cronbach's Alpha if Item Deleted .849

100 Reliability Statistics Availability Cronbach's Alpha N of Items 11.0947 3.576 .535 .172

If campus bookstores do not carry a wide selection of products to choose from, I will look for textbooks online.

Reliability Statistics Website Customization Cronbach's Alpha .759 N of Items 5 Item-Total Statistics Corrected Scale Mean if Item Deleted The webstie makes purchase recommendations that match my needs. The website enables me to order products that are tailor made to me. The me advertisements are tailor-made to and my 12.3472 11.5278 9.554 9.379 .549 .503 .710 .723 12.1667 8.901 .558 .704 promotions the website sends situation. The website makes me feel like a unique customer. The website is customized to my needs. 11.5556 8.532 .663 .665 11.6250 Scale Variance if Item Deleted 9.477 Item-Total Correlation .388 Cronbach's Alpha if Item Deleted .770

Reliability Statistics Website Ease of Use Cronbach's Alpha .649 N of Items 4 Item-Total Statistics Corrected Scale Mean if Item Deleted Scale Variance if Item Deleted Item-Total Correlation Cronbach's Alpha if Item Deleted

101 Reliability Statistics Website Ease of Use Cronbach's Alpha The website N of Items presents 11.5556 11.2361 11.1389 12.4444 4.391 4.746 5.304 5.518 .570 .637 .486 .159 .475 .454 .553 .802

uncluttered screens. The website has easy to follow search paths. The I website at it this presented website information fast. shopped because customizes

recommendations for me.

Reliability Statistics Rules of Rental Cronbach's Alpha .709 N of Items 3 Item-Total Statistics Corrected Scale Mean if Item Deleted The ability to highlight in the book would be very important to me. The ability to write in the book would be very important to me. The ability to extend my rental period is very important to me. 7.4505 5.228 .265 .894 7.2857 3.273 .686 .399 7.2418 Scale Variance if Item Deleted 3.363 Item-Total Correlation .686 Cronbach's Alpha if Item Deleted .404

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APPENDIX B: SPSS Output of Frequencies

ComputerConfidence Cumulative Frequency Valid 1.00 1.20 1.40 1.60 1.80 2.00 2.20 2.40 2.60 2.80 3.00 3.20 3.40 3.60 4.20 Total 11 13 6 10 11 8 5 7 9 3 4 5 1 3 1 97 Percent 11.3 13.4 6.2 10.3 11.3 8.2 5.2 7.2 9.3 3.1 4.1 5.2 1.0 3.1 1.0 100.0 Valid Percent 11.3 13.4 6.2 10.3 11.3 8.2 5.2 7.2 9.3 3.1 4.1 5.2 1.0 3.1 1.0 100.0 Percent 11.3 24.7 30.9 41.2 52.6 60.8 66.0 73.2 82.5 85.6 89.7 94.8 95.9 99.0 100.0

InternetProficiency Cumulative Frequency Valid 3.00 3.33 3.67 4.00 4.33 4.67 5.00 Total 6 3 7 20 8 6 47 97 Percent 6.2 3.1 7.2 20.6 8.2 6.2 48.5 100.0 Valid Percent 6.2 3.1 7.2 20.6 8.2 6.2 48.5 100.0 Percent 6.2 9.3 16.5 37.1 45.4 51.5 100.0

Have you ever bought a product online?

103 Cumulative Frequency Valid Missing Total 1.00 System 96 1 97 Percent 99.0 1.0 100.0 Valid Percent 100.0 Percent 100.0

EaseOfReturnPolicy Cumulative Frequency Valid 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 Total Missing Total System 8 3 16 12 22 10 16 4 3 94 3 97 Percent 8.2 3.1 16.5 12.4 22.7 10.3 16.5 4.1 3.1 96.9 3.1 100.0 Valid Percent 8.5 3.2 17.0 12.8 23.4 10.6 17.0 4.3 3.2 100.0 Percent 8.5 11.7 28.7 41.5 64.9 75.5 92.6 96.8 100.0

InformationSeeking Cumulative Frequency Valid 1.00 1.25 1.50 1.75 2.00 2.25 2.50 2.75 3.00 3.25 3 2 3 1 9 2 9 7 9 7 Percent 3.1 2.1 3.1 1.0 9.3 2.1 9.3 7.2 9.3 7.2 Valid Percent 3.2 2.2 3.2 1.1 9.7 2.2 9.7 7.5 9.7 7.5 Percent 3.2 5.4 8.6 9.7 19.4 21.5 31.2 38.7 48.4 55.9

104 3.50 3.75 4.00 4.25 4.50 4.75 5.00 Total Missing Total System 8 6 17 4 3 1 2 93 4 97 8.2 6.2 17.5 4.1 3.1 1.0 2.1 95.9 4.1 100.0 8.6 6.5 18.3 4.3 3.2 1.1 2.2 100.0 64.5 71.0 89.2 93.5 96.8 97.8 100.0

ShippingCosts Cumulative Frequency Valid 1.00 1.75 2.00 2.25 2.50 2.75 3.00 3.25 3.50 3.75 4.00 4.25 4.50 4.75 5.00 Total Missing Total System 1 2 2 2 7 4 5 6 8 9 10 7 10 9 12 94 3 97 Percent 1.0 2.1 2.1 2.1 7.2 4.1 5.2 6.2 8.2 9.3 10.3 7.2 10.3 9.3 12.4 96.9 3.1 100.0 Valid Percent 1.1 2.1 2.1 2.1 7.4 4.3 5.3 6.4 8.5 9.6 10.6 7.4 10.6 9.6 12.8 100.0 Percent 1.1 3.2 5.3 7.4 14.9 19.1 24.5 30.9 39.4 48.9 59.6 67.0 77.7 87.2 100.0

TextbookNeed

105 Cumulative Frequency Valid 1.00 2.00 2.33 2.67 3.00 3.33 3.67 4.00 4.33 4.67 5.00 Total Missing Total System 1 3 4 3 3 9 14 27 6 6 19 95 2 97 Percent 1.0 3.1 4.1 3.1 3.1 9.3 14.4 27.8 6.2 6.2 19.6 97.9 2.1 100.0 Valid Percent 1.1 3.2 4.2 3.2 3.2 9.5 14.7 28.4 6.3 6.3 20.0 100.0 Percent 1.1 4.2 8.4 11.6 14.7 24.2 38.9 67.4 73.7 80.0 100.0

PriceOfTextbook Cumulative Frequency Valid 1.00 1.67 2.00 2.33 2.67 3.00 3.33 3.67 4.00 4.33 4.67 5.00 Total Missing Total System 2 1 1 2 3 7 6 6 14 4 5 44 95 2 97 Percent 2.1 1.0 1.0 2.1 3.1 7.2 6.2 6.2 14.4 4.1 5.2 45.4 97.9 2.1 100.0 Valid Percent 2.1 1.1 1.1 2.1 3.2 7.4 6.3 6.3 14.7 4.2 5.3 46.3 100.0 Percent 2.1 3.2 4.2 6.3 9.5 16.8 23.2 29.5 44.2 48.4 53.7 100.0

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TextbookFormat Cumulative Frequency Valid 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 Total Missing Total System 1 1 1 1 6 8 18 9 49 94 3 97 Percent 1.0 1.0 1.0 1.0 6.2 8.2 18.6 9.3 50.5 96.9 3.1 100.0 Valid Percent 1.1 1.1 1.1 1.1 6.4 8.5 19.1 9.6 52.1 100.0 Percent 1.1 2.1 3.2 4.3 10.6 19.1 38.3 47.9 100.0

Availability Cumulative Frequency Valid 2.00 2.33 2.67 3.00 3.67 4.00 4.33 4.67 5.00 Total Missing Total System 2 1 5 3 10 23 11 8 32 95 2 97 Percent 2.1 1.0 5.2 3.1 10.3 23.7 11.3 8.2 33.0 97.9 2.1 100.0 Valid Percent 2.1 1.1 5.3 3.2 10.5 24.2 11.6 8.4 33.7 100.0 Percent 2.1 3.2 8.4 11.6 22.1 46.3 57.9 66.3 100.0

107 Do you have a device for reading digital books? Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 29 66 95 2 97 Percent 29.9 68.0 97.9 2.1 100.0 Valid Percent 30.5 69.5 100.0 Percent 30.5 100.0

Have you purchased a textbook online in the last academic year? Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 71 25 96 1 97 Percent 73.2 25.8 99.0 1.0 100.0 Valid Percent 74.0 26.0 100.0 Percent 74.0 100.0

If yes, which website did you purchase your textbook from most recently? Barnes and Noble? Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 26 53 79 18 97 Percent 26.8 54.6 81.4 18.6 100.0 Valid Percent 32.9 67.1 100.0 Percent 32.9 100.0

If yes, which website did you purchase your textbook from most recently? Chegg.com Cumulative Frequency Valid 1.00 6 Percent 6.2 Valid Percent 7.6 Percent 7.6

108 2.00 Total Missing Total System 73 79 18 97 75.3 81.4 18.6 100.0 92.4 100.0 100.0

If yes, which website did you purchase your textbook from most recently? Amazon Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 56 23 79 18 97 Percent 57.7 23.7 81.4 18.6 100.0 Valid Percent 70.9 29.1 100.0 Percent 70.9 100.0

If yes, which website did you purchase your textbook from most recently? Other Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 7 72 79 18 97 Percent 7.2 74.2 81.4 18.6 100.0 Valid Percent 8.9 91.1 100.0 Percent 8.9 100.0

OverallWebsiteCustomization Cumulative Frequency Valid .00 1.00 1.17 1 2 1 Percent 1.0 2.1 1.0 Valid Percent 1.0 2.1 1.0 Percent 1.0 3.1 4.1

109 1.50 1.83 2.00 2.17 2.33 2.50 2.67 2.83 3.00 3.17 3.33 3.50 3.67 3.83 4.00 4.17 4.33 4.50 4.67 4.67 5.00 Total 1 4 3 3 6 10 6 6 12 12 6 7 3 4 2 1 1 1 2 1 2 97 1.0 4.1 3.1 3.1 6.2 10.3 6.2 6.2 12.4 12.4 6.2 7.2 3.1 4.1 2.1 1.0 1.0 1.0 2.1 1.0 2.1 100.0 1.0 4.1 3.1 3.1 6.2 10.3 6.2 6.2 12.4 12.4 6.2 7.2 3.1 4.1 2.1 1.0 1.0 1.0 2.1 1.0 2.1 100.0 5.2 9.3 12.4 15.5 21.6 32.0 38.1 44.3 56.7 69.1 75.3 82.5 85.6 89.7 91.8 92.8 93.8 94.8 96.9 97.9 100.0

OverallWebEaseUse Cumulative Frequency Valid .00 2.33 3.00 3.67 4.00 4.33 4.67 5.00 5.33 6.33 7.00 2 1 1 2 7 3 2 8 2 2 1 Percent 2.1 1.0 1.0 2.1 7.2 3.1 2.1 8.2 2.1 2.1 1.0 Valid Percent 2.1 1.0 1.0 2.1 7.2 3.1 2.1 8.2 2.1 2.1 1.0 Percent 2.1 3.1 4.1 6.2 13.4 16.5 18.6 26.8 28.9 30.9 32.0

110 7.33 7.67 8.33 8.67 9.00 9.33 9.67 10.33 10.67 11.67 Total 6 2 1 3 2 20 3 2 7 20 97 6.2 2.1 1.0 3.1 2.1 20.6 3.1 2.1 7.2 20.6 100.0 6.2 2.1 1.0 3.1 2.1 20.6 3.1 2.1 7.2 20.6 100.0 38.1 40.2 41.2 44.3 46.4 67.0 70.1 72.2 79.4 100.0

Have you rented any textbooks in the last academic year? Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 27 67 94 3 97 Percent 27.8 69.1 96.9 3.1 100.0 Valid Percent 28.7 71.3 100.0 Percent 28.7 100.0

How often do you rent textbooks? Cumulative Frequency Valid 1.00 2.00 3.00 Total Missing Total System 10 14 3 27 70 97 Percent 10.3 14.4 3.1 27.8 72.2 100.0 Valid Percent 37.0 51.9 11.1 100.0 Percent 37.0 88.9 100.0

What company did you use the last time you rented a textbook?

111 Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Total Missing Total System 3 1 14 5 1 1 1 1 27 70 97 Percent 3.1 1.0 14.4 5.2 1.0 1.0 1.0 1.0 27.8 72.2 100.0 Valid Percent 11.1 3.7 51.9 18.5 3.7 3.7 3.7 3.7 100.0 Percent 11.1 14.8 66.7 85.2 88.9 92.6 96.3 100.0

How satisfied were you with this rental? Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 2 1 4 6 14 27 70 97 Percent 2.1 1.0 4.1 6.2 14.4 27.8 72.2 100.0 Valid Percent 7.4 3.7 14.8 22.2 51.9 100.0 Percent 7.4 11.1 25.9 48.1 100.0

How many textbooks have you rented from a website in the last academic year? Cumulative Frequency Valid .00 1.00 2.00 3.00 4 7 4 4 Percent 4.1 7.2 4.1 4.1 Valid Percent 15.4 26.9 15.4 15.4 Percent 15.4 42.3 57.7 73.1

112 4.00 5.00 8.00 10.00 Total Missing Total System 3 2 1 1 26 71 97 3.1 2.1 1.0 1.0 26.8 73.2 100.0 11.5 7.7 3.8 3.8 100.0 84.6 92.3 96.2 100.0

How likely are you to rent a textbook from a website in the next academic year? Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 37 11 13 17 12 90 7 97 Percent 38.1 11.3 13.4 17.5 12.4 92.8 7.2 100.0 Valid Percent 41.1 12.2 14.4 18.9 13.3 100.0 Percent 41.1 53.3 67.8 86.7 100.0

If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 20 3 11 25 25 84 13 97 Percent 20.6 3.1 11.3 25.8 25.8 86.6 13.4 100.0 Valid Percent 23.8 3.6 13.1 29.8 29.8 100.0 Percent 23.8 27.4 40.5 70.2 100.0

113

If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 20 7 13 21 19 80 17 97 Percent 20.6 7.2 13.4 21.6 19.6 82.5 17.5 100.0 Valid Percent 25.0 8.8 16.3 26.3 23.8 100.0 Percent 25.0 33.8 50.0 76.3 100.0

If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 19 6 14 31 11 81 16 97 Percent 19.6 6.2 14.4 32.0 11.3 83.5 16.5 100.0 Valid Percent 23.5 7.4 17.3 38.3 13.6 100.0 Percent 23.5 30.9 48.1 86.4 100.0

If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Cumulative Frequency Valid 1.00 2.00 3.00 4.00 27 8 20 11 Percent 27.8 8.2 20.6 11.3 Valid Percent 37.0 11.0 27.4 15.1 Percent 37.0 47.9 75.3 90.4

114 5.00 Total Missing Total System 7 73 24 97 7.2 75.3 24.7 100.0 9.6 100.0 100.0

If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 18 1 9 3 2 33 64 97 Percent 18.6 1.0 9.3 3.1 2.1 34.0 66.0 100.0 Valid Percent 54.5 3.0 27.3 9.1 6.1 100.0 Percent 54.5 57.6 84.8 93.9 100.0

Do you have friends who have bought textbooks online? Cumulative Frequency Valid 1.00 2.00 Total Missing Total System 89 7 96 1 97 Percent 91.8 7.2 99.0 1.0 100.0 Valid Percent 92.7 7.3 100.0 Percent 92.7 100.0

Do you have friends who have rented textbooks from a website? Cumulative Frequency Valid 1.00 2.00 58 35 Percent 59.8 36.1 Valid Percent 62.4 37.6 Percent 62.4 100.0

115 Total Missing Total System 93 4 97 95.9 4.1 100.0 100.0

How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 16 14 22 31 11 94 3 97 Percent 16.5 14.4 22.7 32.0 11.3 96.9 3.1 100.0 Valid Percent 17.0 14.9 23.4 33.0 11.7 100.0 Percent 17.0 31.9 55.3 88.3 100.0

Which one describes your academic standing? Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 Total Missing Total System 27 14 27 15 13 96 1 97 Percent 27.8 14.4 27.8 15.5 13.4 99.0 1.0 100.0 Valid Percent 28.1 14.6 28.1 15.6 13.5 100.0 Percent 28.1 42.7 70.8 86.5 100.0

What is your gender? Cumulative Frequency Percent Valid Percent Percent

116 Valid 1.00 2.00 Total Missing Total System 30 66 96 1 97 30.9 68.0 99.0 1.0 100.0 31.3 68.8 100.0 31.3 100.0

How old are you? Cumulative Frequency Valid 17.00 18.00 19.00 20.00 21.00 22.00 23.00 25.00 27.00 29.00 Total Missing Total System 2 22 18 25 13 8 4 2 1 1 96 1 97 Percent 2.1 22.7 18.6 25.8 13.4 8.2 4.1 2.1 1.0 1.0 99.0 1.0 100.0 Valid Percent 2.1 22.9 18.8 26.0 13.5 8.3 4.2 2.1 1.0 1.0 100.0 Percent 2.1 25.0 43.8 69.8 83.3 91.7 95.8 97.9 99.0 100.0

117

APPENDIX C: Co-Variation of Multi-Item Measures

Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N InternetProficiency Pearson Correlation Sig. (2-tailed) N 90 -.021 .845 90 97 90 1 1 InternetProficiency -.021 .845

Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N ComputerConfidence Pearson Correlation Sig. (2-tailed) N 90 -.014 .899 90 97 90 1 1 ComputerConfidence -.014 .899

Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook from Pearson Correlation a website in the next academic year? Sig. (2-tailed) N Availability Pearson Correlation Sig. (2-tailed) N 90 .125 .246 88 95 1 Availability .125 .246 88 1

118

Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N OverallWebsiteCustomization Pearson Correlation Sig. (2-tailed) N Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson from a website in the next academic Correlation year? Sig. (2-tailed) N PriceOfTextbook Pearson Correlation Sig. (2-tailed) N Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N TextbookNeed Pearson Correlation Sig. (2-tailed) N Correlations 90 .055 .609 88 95 88 1 1 TextbookNeed .055 .609 .241 88 95 90 .126 .241 88 1 1 PriceOfTextbook .126 90 .080 .451 90 97 90 1 1 OverallWebsiteCusto mization .080 .451

119 Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N Pearson Correlation Sig. (2-tailed) How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a Pearson Correlation textbook from a website in Sig. (2-tailed) the next academic year? N ShippingCosts Pearson Correlation Sig. (2-tailed) N Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N InformationSeeking Pearson Correlation Sig. (2-tailed) N 90 .126 .249 86 93 86 1 1 InformationSeeking .126 .249 90 .172 .111 87 94 1 ShippingCosts .172 .111 87 1 90 .055 .609 88 1 1 TextbookNeed .055 .609

Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a Pearson Correlation textbook from a website in Sig. (2-tailed) the next academic year? N 90 1 EaseOfReturnPolicy -.015 .893 87

120 Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N Pearson Correlation Sig. (2-tailed) EaseOfReturnPolicy Pearson Correlation Sig. (2-tailed) N Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N OverallWebEaseUse Pearson Correlation Sig. (2-tailed) N Correlations How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? How likely would you be to rent a Pearson Correlation textbook if your professor suggested it Sig. (2-tailed) as an option for obtaining the book? N How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N 88 90 94 .559
**

TextbookNeed 1 .055 .609 90 .055 .609 88 1

-.015 .893 87

94

OverallWebEase Use -.002 .982

90 -.002 .982 90

90 1

97

How likely are you to rent a textbook from a website in the next academic year? 1 .559
**

.000 88 1

.000

121 Correlations How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? How likely would you be to rent a Pearson Correlation textbook if your professor suggested it Sig. (2-tailed) as an option for obtaining the book? N How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N **. Correlation is significant at the 0.01 level (2-tailed). Correlations How likely are you to rent a textbook from a website in the next academic year? How likely are you to rent a textbook Pearson Correlation from a website in the next academic Sig. (2-tailed) year? N Which one describes your academic Pearson Correlation standing? Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent RentalPolicies RentalPolicies Pearson Correlation Sig. (2-tailed) N If you were to rent textbooks Pearson Correlation for your next academic year, Sig. (2-tailed) 91 .001 .996 1 from the following vendors? Campus Bookstore .001 .996 79 1 90 -.252
*

How likely are you to rent a textbook from a website in the next academic year? 1 .559
**

.000 94 .559
**

88 1

.000 88 90

Which one describes your academic standing? 1 -.252

*

.017 89 1

.017 89 96

122 how likely would you be to rent from the following vendors? Campus Bookstore N how likely would you be to Sig. (2-tailed) rent from the following Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore ComputerConfidence N Pearson Correlation Sig. (2-tailed) N 84 .184 .095 84 97 84 1 1 ComputerConfidence .184 .095 vendors? Campus Bookstore 79 .996 84

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your next Pearson Correlation academic year, how likely would you be to Sig. (2-tailed) rent from the following vendors? Campus Bookstore Availability N Pearson Correlation Sig. (2-tailed) N 84 -.060 .595 82 95 82 1 1 Availability -.060 .595

Correlations

123 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore N Pearson Correlation Sig. (2-tailed) 84 .184 .095 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore InternetProficiency N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore OverallWebsiteCustomization N Pearson Correlation 84 .091 84 1 1 OverallWebsiteCustom ization .091 .410 84 -.071 .522 84 97 84 1 1 InternetProficiency -.071 .522 84 1 1 ComputerConfidence .184 .095

124 Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore TextbookFormat N Pearson Correlation Sig. (2-tailed) N 84 -.057 .611 81 94 81 1 1 TextbookFormat -.057 .611 .410 84 97

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore PriceOfTextbook N Pearson Correlation Sig. (2-tailed) N Correlations 84 -.104 .354 82 95 82 1 1 PriceOfTextbook -.104 .354

125 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore TextbookNeed N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore ShippingCosts N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore 1 InformationSeeking .220 .050 84 .032 .774 81 94 81 1 1 ShippingCosts .032 .774 84 .153 .171 82 95 82 1 1 TextbookNeed .153 .171

126 N InformationSeeking Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore EaseOfReturnPolicy N Pearson Correlation Sig. (2-tailed) N 84 -.035 .758 81 94 81 1 1 EaseOfReturnPolicy -.035 .758 84 .220 .050 80 93 80 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore OverallWebEaseUse N Pearson Correlation Sig. (2-tailed) N Correlations 84 .001 .990 84 97 84 1 1 OverallWebEaseUse .001 .990

127 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore How old are you? N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Campus Bookstore standing? N Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). 84 -.221
*

How old are you? 1 -.171 .123 84 -.171 .123 83 96 83 1

Which one describes your academic standing?

*

-.221

.045 83 1

Which one describes your academic Pearson Correlation

.045 83 96

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 1 How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? .129

128 Sig. (2-tailed) N How likely would you be to rent a Pearson Correlation textbook if your professor suggested it Sig. (2-tailed) as an option for obtaining the book? N 82 94 84 .129 .247 .247 82 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com ComputerConfidence N Pearson Correlation Sig. (2-tailed) N 80 .033 .769 80 97 80 1 1 ComputerConfidence .033 .769

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com InternetProficiency N Pearson Correlation Sig. (2-tailed) 80 -.107 .346 80 1 1 InternetProficiency -.107 .346

129 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com N Pearson Correlation Sig. (2-tailed) N 80 -.107 .346 80 97 80 1 1 InternetProficiency -.107 .346

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your next Pearson Correlation academic year, how likely would you be Sig. (2-tailed) to rent from the following vendors? B&N.com Availability N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? B&N.com 1 OverallWebsiteCusto mization .045 80 -.051 .659 78 95 78 1 1 Availability -.051 .659

130 Sig. (2-tailed) N OverallWebsiteCustomization Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com TextbookFormat N Pearson Correlation Sig. (2-tailed) N 80 -.096 .404 78 94 78 1 1 TextbookFormat -.096 .404 80 .045 .690 80 97 .690 80 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com PriceOfTextbook N Pearson Correlation Sig. (2-tailed) N 80 .038 .744 78 95 78 1 1 PriceOfTextbook .038 .744

131 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com TextbookNeed N Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com ShippingCosts N Pearson Correlation Sig. (2-tailed) N 80 .011 .924 77 94 77 1 1 ShippingCosts .011 .924 80 .277
*

TextbookNeed 1 .277
*

.014 78 1

.014 78 95

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? B&N.com 1 InformationSeeking .012

132 Sig. (2-tailed) N InformationSeeking Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com EaseOfReturnPolicy N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks Pearson Correlation for your next academic year, Sig. (2-tailed) how likely would you be to rent from the following N Pearson Correlation Sig. (2-tailed) N 80 -.031 .782 80 97 80 1 vendors? B&N.com OverallWebEaseUse 1 OverallWebEaseUse -.031 .782 80 -.164 .152 78 94 78 1 1 EaseOfReturnPolicy -.164 .152 80 .012 .915 76 93 .915 76 1

133

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks Pearson Correlation for your next academic year, Sig. (2-tailed) how likely would you be to rent from the following N Pearson Correlation Sig. (2-tailed) N 80 .119 .307 75 91 75 1 vendors? B&N.com RentalPolicies 1 RentalPolicies .119 .307

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com N 80 .236
*

How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? 1 .236
*

.037 78 1

How likely would you be to rent a Pearson Correlation textbook if your professor suggested it Sig. (2-tailed) as an option for obtaining the book? N *. Correlation is significant at the 0.05 level (2-tailed). Correlations

.037 78 94

134 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com standing? N Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? B&N.com How old are you? N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon ComputerConfidence N Pearson Correlation 81 -.005 81 1 1 ComputerConfidence -.005 .968 80 -.113 .321 79 96 79 1 1 How old are you? -.113 .321 80 -.105 .358 79 96 79 1 Which one describes your academic Pearson Correlation 1 Which one describes your academic standing? -.105 .358

135 Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon InternetProficiency N Pearson Correlation Sig. (2-tailed) N 81 -.031 .784 81 97 81 1 1 InternetProficiency -.031 .784 .968 81 97

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your next Pearson Correlation academic year, how likely would you be Sig. (2-tailed) to rent from the following vendors? Amazon Availability N Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). Correlations 81 -.224
*

Availability 1 -.224
*

.047 79 1

.047 79 95

136 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon OverallWebsiteCustomization N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon TextbookFormat N Pearson Correlation Sig. (2-tailed) N 81 -.150 .190 78 94 78 1 1 TextbookFormat -.150 .190 81 .140 .213 81 97 81 1 1 OverallWebsiteCusto mization .140 .213

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon N 81 79 1 PriceOfTextbook .127 .264

137 PriceOfTextbook Pearson Correlation Sig. (2-tailed) N .127 .264 79 95 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon TextbookNeed N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon ShippingCosts N Pearson Correlation Sig. (2-tailed) N 81 .236
*

TextbookNeed 1 .096 .401

81 .096 .401 79

79 1

95

ShippingCosts 1 .236
*

.037 78 1

.037 78 94

Correlations

138 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon InformationSeeking N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon EaseOfReturnPolicy N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon OverallWebEaseUse N Pearson Correlation 81 .026 81 1 1 OverallWebEaseUse .026 .817 81 -.073 .521 79 94 79 1 1 EaseOfReturnPolicy -.073 .521 81 -.053 .647 77 93 77 1 1 InformationSeeking -.053 .647

139 Sig. (2-tailed) N .817 81 97

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon RentalPolicies N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent academic year, how likely would you be to vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon N 81 .210 .063 79 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Which one describes your academic standing? 94 79 1 How likely would you be to rent a Pearson Correlation textbook if your professor suggested it Sig. (2-tailed) as an option for obtaining the book? N 1 How likely would you your professor suggested it as an book? .210 .063 textbooks for your next be to rent a textbook if 81 .074 .523 76 91 76 1 1 RentalPolicies .074 .523

rent from the following option for obtaining the

140 If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon standing? N Sig. (2-tailed) N 81 -.018 .877 80 96 80 1 Which one describes your academic Pearson Correlation 1 -.018 .877

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Amazon How old are you? N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg ComputerConfidence N Pearson Correlation Sig. (2-tailed) N 73 -.116 .329 73 97 73 1 1 ComputerConfidenc e -.116 .329 81 -.001 .996 80 96 80 1 1 How old are you? -.001 .996

141 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg InternetProficiency N Pearson Correlation Sig. (2-tailed) N 73 .046 .698 73 97 73 1 1 InternetProficiency .046 .698

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg Availability N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg OverallWebsiteCusto mization 73 -.119 .323 71 95 71 1 1 Availability -.119 .323

142 If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg OverallWebsiteCustomization N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg TextbookFormat N Pearson Correlation Sig. (2-tailed) N 73 -.228 .056 71 94 71 1 1 TextbookFormat -.228 .056 73 .093 .436 73 97 73 1 1 .093 .436

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg PriceOfTextbook N Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). 73 .237
*

PriceOfTextbook 1 .237
*

.046 71 1

.046 71 95

143 Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg PriceOfTextbook N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? Chegg TextbookNeed N Pearson Correlation Sig. (2-tailed) N 73 -.115 .338 71 95 71 1 Sig. (2-tailed) 1 TextbookNeed -.115 .338 73 .237
*

PriceOfTextbook 1 .237
*

.046 71 1

.046 71 95

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your next Pearson Correlation academic year, how likely would you be to rent from the following vendors? Chegg 1 ShippingCosts .149

144 Sig. (2-tailed) N ShippingCosts Pearson Correlation Sig. (2-tailed) N 73 .149 .215 71 94 .215 71 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg InformationSeeking N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg EaseOfReturnPolicy N Pearson Correlation Sig. (2-tailed) N Correlations 73 -.130 .276 72 94 72 1 1 EaseOfReturnPolicy -.130 .276 73 -.123 .310 70 93 70 1 1 InformationSeeking -.123 .310

145 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg OverallWebEaseUse N Pearson Correlation Sig. (2-tailed) N 73 .060 .612 73 97 73 1 1 OverallWebEaseUse .060 .612

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg RentalPolicies N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? Chegg 1 How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? .232 73 -.181 .136 69 91 69 1 1 RentalPolicies -.181 .136

146 Sig. (2-tailed) N How likely would you be to rent a Pearson Correlation textbook if your professor suggested Sig. (2-tailed) it as an option for obtaining the book? N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg standing? N Sig. (2-tailed) N 73 -.021 .864 72 96 72 1 Which one describes your academic Pearson Correlation 1 Which one describes your academic standing? -.021 .864 71 94 73 .232 .052 .052 71 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Chegg How old are you? N Pearson Correlation Sig. (2-tailed) N Correlations 73 -.049 .681 72 96 72 1 1 How old are you? -.049 .681

147 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other ComputerConfidence N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other InternetProficiency N Pearson Correlation Sig. (2-tailed) N 33 .041 .820 33 97 33 1 1 InternetProficiency .041 .820 33 -.088 .628 33 97 33 1 1 ComputerConfidenc e -.088 .628

Correlations

148 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Other Availability N Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other OverallWebsiteCustomization N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely would you be to rent from the following vendors? Other 1 TextbookFormat -.399
*

Availability 1 -.407
*

.019 33 -.407
*

33 1

.019 33 95

OverallWebsiteCust omization .146 .417

33 .146 .417 33

33 1

97

149 Sig. (2-tailed) N TextbookFormat Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). 33 -.399
*

.021 33 1

.021 33 94

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other PriceOfTextbook N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other TextbookNeed N Pearson Correlation Sig. (2-tailed) N 33 -.134 .464 32 95 32 1 1 TextbookNeed -.134 .464 33 .044 .808 33 95 33 1 1 PriceOfTextbook .044 .808

150

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other ShippingCosts N Pearson Correlation Sig. (2-tailed) N 33 .114 .534 32 94 32 1 1 ShippingCosts .114 .534

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other InformationSeeking N Pearson Correlation Sig. (2-tailed) N Correlations 33 -.155 .389 33 93 33 1 1 InformationSeeking -.155 .389

151 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how Sig. (2-tailed) likely would you be to rent from the following vendors? Other EaseOfReturnPolicy N Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for Pearson Correlation your next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other OverallWebEaseUse N Pearson Correlation Sig. (2-tailed) N 33 -.103 .569 33 97 33 1 1 OverallWebEaseUs e -.103 .569 33 -.108 .549 33 94 33 1 1 EaseOfReturnPolicy -.108 .549

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely would you be to rent from the following vendors? Other 1 RentalPolicies .069

152 Sig. (2-tailed) N RentalPolicies Pearson Correlation Sig. (2-tailed) N Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Other N 33 .277 .132 31 94 31 1 How likely would you be to rent a Pearson Correlation textbook if your professor suggested Sig. (2-tailed) it as an option for obtaining the book? N 1 How likely would you be to rent a textbook if your professor suggested it as an option for obtaining the book? .277 .132 33 .069 .723 29 91 .723 29 1

Correlations If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely Sig. (2-tailed) would you be to rent from the following vendors? Other standing? N Sig. (2-tailed) N Correlations 33 .102 .577 32 96 32 1 Which one describes your academic Pearson Correlation 1 Which one describes your academic standing? .102 .577

153 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other If you were to rent textbooks for your Pearson Correlation next academic year, how likely would Sig. (2-tailed) you be to rent from the following vendors? Other How old are you? N Pearson Correlation Sig. (2-tailed) N 33 .125 .495 32 96 32 1 1 How old are you? .125 .495

154

APPENDIX D: SPSS Output of Compared Means in Single-Item Measures

Descriptives Do you have a device for reading digital books? How likely are you to rent a textbook from a website in the next academic year?

1.00 2.00 Total

95% Confidence Interval for Mean N 29 59 88 Mean 2.6207 2.4407 2.5000 Std. Deviation 1.37357 1.60034 1.52376 Std. Error .25507 .20835 .16243 Lower Bound 2.0982 2.0236 2.1771 Upper Bound 3.1432 2.8577 2.8229 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year?

Between Groups Within Groups Total

Sum of Squares .630 201.370 202.000

df 1 86 87

Mean Square .630 2.342

F .269

Sig. .605

Descriptives Have you purchased a textbook online in the last academic year? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 Total 66 23 89 Mean 2.6667 2.0435 2.5056 Std. Deviation 1.58195 1.22394 1.51600 Std. Error .19472 .25521 .16070 Lower Bound 2.2778 1.5142 2.1863 Upper Bound 3.0556 2.5727 2.8250 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 6.624 195.623 202.247 df 1 87 88 Mean Square 6.624 2.249 F 2.946 Sig. .090

155

Descriptives Have you rented any textbooks in the last academic year? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 Total 25 63 88 Mean 4.1200 1.8730 2.5114 Std. Deviation .92736 1.18447 1.50855 Std. Error .18547 .14923 .16081 Lower Bound 3.7372 1.5747 2.1917 Upper Bound 4.5028 2.1713 2.8310 Minimum 2.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 90.365 107.624 197.989 df 1 86 87 Mean Square 90.365 1.251 F 72.208 Sig. .000

Descriptives How often do you rent textbooks? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 9 13 3 25 Mean 3.5556 4.5385 4.0000 4.1200 Std. Deviation 1.01379 .77625 .00000 .92736 Std. Error .33793 .21529 .00000 .18547 Lower Bound 2.7763 4.0694 4.0000 3.7372 Upper Bound 4.3348 5.0075 4.0000 4.5028 Minimum 2.00 3.00 4.00 2.00 Maximum 5.00 5.00 4.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 5.187 15.453 20.640 df 2 22 24 Mean Square 2.594 .702 F 3.692 Sig. .041

156

Descriptives What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate campus bookstore) How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Total 3 1 13 4 1 1 1 1 25 Mean 3.3333 5.0000 4.1538 4.2500 5.0000 5.0000 4.0000 3.0000 4.1200 Std. Deviation 1.15470 . .68874 1.50000 . . . . .92736 Std. Error .66667 . .19102 .75000 . . . . .18547 Lower Bound .4649 . 3.7376 1.8632 . . . . 3.7372 Upper Bound 6.2018 . 4.5700 6.6368 . . . . 4.5028 Minimum 2.00 5.00 3.00 2.00 5.00 5.00 4.00 3.00 2.00 Maximum 4.00 5.00 5.00 5.00 5.00 5.00 4.00 3.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 5.531 15.109 20.640 df 7 17 24 Mean Square .790 .889 F .889 Sig. .536

Descriptives Do you have friends who have bought textbooks online? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 Total 83 7 90 Mean 2.5181 2.4286 2.5111 Std. Deviation 1.50901 1.61835 1.50836 Std. Error .16564 .61168 .15900 Lower Bound 2.1886 .9318 2.1952 Upper Bound 2.8476 3.9253 2.8270 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups .052 202.437 df 1 88 Mean Square .052 2.300 F .022 Sig. .881

157 ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total .052 202.437 202.489 df 1 88 89 Mean Square .052 2.300 F .022 Sig. .881

Descriptives - Do you have friends who have rented textbooks from a website? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 Total 54 33 87 Mean 2.7407 2.2121 2.5402 Std. Deviation 1.45609 1.59604 1.52350 Std. Error .19815 .27784 .16334 Lower Bound 2.3433 1.6462 2.2155 Upper Bound 3.1382 2.7781 2.8649 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 5.724 193.886 199.609 df 1 85 86 Mean Square 5.724 2.281 F 2.509 Sig. .117

Descriptives What is your gender? How likely are you to rent a textbook from a website in the next academic year? 95% Confidence Interval for Mean N 1.00 2.00 Total 27 62 89 Mean 2.0741 2.7097 2.5169 Std. Deviation 1.32798 1.56170 1.51592 Std. Error .25557 .19834 .16069 Lower Bound 1.5487 2.3131 2.1975 Upper Bound 2.5994 3.1063 2.8362 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups 7.599 194.626 df 1 87 Mean Square 7.599 2.237 F 3.397 Sig. .069

158 ANOVA How likely are you to rent a textbook from a website in the next academic year? Sum of Squares Between Groups Within Groups Total 7.599 194.626 202.225 df 1 87 88 Mean Square 7.599 2.237 F 3.397 Sig. .069

Descriptives Do you have a device for reading digital books? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 27 55 82 Mean 3.3704 3.3818 3.3780 Std. Deviation 1.44510 1.61579 1.55270 Std. Error .27811 .21787 .17147 Lower Bound 2.7987 2.9450 3.0369 Upper Bound 3.9420 3.8186 3.7192 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total .002 195.278 195.280 df 1 80 81 Mean Square .002 2.441 F .001 Sig. .975

Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 61 22 Mean 3.4098 3.3182 Std. Deviation 1.56394 1.52398 Std. Error .20024 .32491 Lower Bound 3.0093 2.6425 Upper Bound 3.8104 3.9939 Minimum 1.00 1.00 Maximum 5.00 5.00

159 Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 61 22 83 Mean 3.4098 3.3182 3.3855 Std. Deviation 1.56394 1.52398 1.54471 Std. Error .20024 .32491 .16955 Lower Bound 3.0093 2.6425 3.0482 Upper Bound 3.8104 3.9939 3.7228 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total .136 195.527 195.663 df 1 81 82 Mean Square .136 2.414 F .056 Sig. .813

Descriptives Have you rented any textbooks in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 27 55 82 Mean 3.4815 3.3636 3.4024 Std. Deviation 1.52846 1.54397 1.53043 Std. Error .29415 .20819 .16901 Lower Bound 2.8768 2.9462 3.0662 Upper Bound 4.0861 3.7810 3.7387 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total .251 189.468 189.720 df 1 80 81 Mean Square .251 2.368 F .106 Sig. .745

160

Descriptives How often do you rent textbooks? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 10 14 3 27 Mean 3.1000 3.5000 4.6667 3.4815 Std. Deviation 1.52388 1.60528 .57735 1.52846 Std. Error .48189 .42903 .33333 .29415 Lower Bound 2.0099 2.5731 3.2324 2.8768 Upper Bound 4.1901 4.4269 6.1009 4.0861 Minimum 1.00 1.00 4.00 1.00 Maximum 5.00 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total 5.674 55.067 60.741 df 2 24 26 Mean Square 2.837 2.294 F 1.236 Sig. .308

Descriptives What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicated campus bookstore) If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Total 3 1 14 5 1 1 1 1 27 Mean 4.0000 4.0000 4.2857 1.8000 4.0000 1.0000 1.0000 3.0000 3.4815 Std. Deviation 1.00000 . 1.06904 1.30384 . . . . 1.52846 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares df Mean Square F Sig. Std. Error .57735 . .28571 .58310 . . . . .29415 Lower Bound 1.5159 . 3.6685 .1811 . . . . 2.8768 Upper Bound 6.4841 . 4.9030 3.4189 . . . . 4.0861 Minimum 3.00 4.00 1.00 1.00 4.00 1.00 1.00 3.00 1.00 Maximum 5.00 4.00 5.00 4.00 4.00 1.00 1.00 3.00 5.00

161 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Between Groups Within Groups Total 5.674 55.067 37.084 23.657 60.741 df 2 24 7 19 26 Mean Square 2.837 2.294 5.298 1.245 4.255 .006 F 1.236 Sig. .308

Descriptives Do you have friends who have bought textbooks online? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 77 7 84 Mean 3.4156 3.0000 3.3810 Std. Deviation 1.49869 2.00000 1.53595 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total 1.108 194.701 195.810 df 1 82 83 Mean Square 1.108 2.374 F .467 Sig. .496 Std. Error .17079 .75593 .16759 Lower Bound 3.0754 1.1503 3.0476 Upper Bound 3.7557 4.8497 3.7143 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

Descriptives Do you have friends who have rented textbooks from a website? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 53 28 81 Mean 3.4528 3.1071 3.3333 Std. Deviation 1.42189 1.74991 1.54110 Std. Error .19531 .33070 .17123 Lower Bound 3.0609 2.4286 2.9926 Upper Bound 3.8448 3.7857 3.6741 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

162

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total 2.189 187.811 190.000 df 1 79 80 Mean Square 2.189 2.377 F .921 Sig. .340

Descriptives What is your gender? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore 95% Confidence Interval for Mean N 1.00 2.00 Total 27 56 83 Mean 3.0370 3.5179 3.3614 Std. Deviation 1.48016 1.54909 1.53479 Std. Error .28486 .20701 .16846 Lower Bound 2.4515 3.1030 3.0263 Upper Bound 3.6226 3.9327 3.6966 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Campus Bookstore Sum of Squares Between Groups Within Groups Total 4.212 188.945 193.157 df 1 81 82 Mean Square 4.212 2.333 F 1.805 Sig. .183

Descriptives Do you have a device for reading digital books? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 25 53 78 Mean 3.2400 3.0943 3.1410 Std. Deviation 1.45144 1.58435 1.53508 Std. Error .29029 .21763 .17381 Lower Bound 2.6409 2.6576 2.7949 Upper Bound 3.8391 3.5310 3.4871 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

163 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total .360 181.088 181.449 df 1 76 77 Mean Square .360 2.383 F .151 Sig. .698

Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 57 22 79 Mean 3.0702 3.3636 3.1519 Std. Deviation 1.52198 1.55978 1.52827 Std. Error .20159 .33255 .17194 Lower Bound 2.6663 2.6721 2.8096 Upper Bound 3.4740 4.0552 3.4942 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 1.367 180.810 182.177 df 1 77 78 Mean Square 1.367 2.348 F .582 Sig. .448

Descriptives Have you rented any textbook in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 24 54 78 Mean 3.5000 2.9630 3.1282 Std. Deviation 1.47442 1.54142 1.53199 Std. Error .30096 .20976 .17346 Lower Bound 2.8774 2.5422 2.7828 Upper Bound 4.1226 3.3837 3.4736 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

164 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 4.792 175.926 180.718 df 1 76 77 Mean Square 4.792 2.315 F 2.070 Sig. .154

Descriptives How often do you rent textbooks? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 9 13 2 24 Mean 2.8889 3.6923 5.0000 3.5000 Std. Deviation 1.53659 1.37747 .00000 1.47442 Std. Error .51220 .38204 .00000 .30096 Lower Bound 1.7078 2.8599 5.0000 2.8774 Upper Bound 4.0700 4.5247 5.0000 4.1226 Minimum 1.00 1.00 5.00 1.00 Maximum 5.00 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 8.342 41.658 50.000 df 2 21 23 Mean Square 4.171 1.984 F 2.103 Sig. .147

Descriptives - What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate campus bookstore) If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 3.00 4.00 3 1 11 5 Mean 4.0000 5.0000 3.6364 3.2000 Std. Deviation 1.00000 . 1.62928 1.64317 Std. Error .57735 . .49125 .73485 Lower Bound 1.5159 . 2.5418 1.1597 Upper Bound 6.4841 . 4.7309 5.2403 Minimum 3.00 5.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00

165 5.00 6.00 7.00 8.00 Total 1 1 1 1 24 4.0000 1.0000 3.0000 3.0000 3.5000 . . . . 1.47442 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 10.655 39.345 50.000 df 7 16 23 Mean Square 1.522 2.459 F .619 Sig. .733 . . . . .30096 . . . . 2.8774 . . . . 4.1226 4.00 1.00 3.00 3.00 1.00 4.00 1.00 3.00 3.00 5.00

Descriptives Do you have friends who friends who have bought textbooks online? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 73 7 80 Mean 3.1781 2.8571 3.1500 Std. Deviation 1.51238 1.67616 1.51866 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total .658 181.542 182.200 df 1 78 79 Mean Square .658 2.327 F .283 Sig. .596 Std. Error .17701 .63353 .16979 Lower Bound 2.8252 1.3070 2.8120 Upper Bound 3.5309 4.4073 3.4880 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

Descriptives Do you have friends who have rented textbooks from a website? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 49 28 77 Mean 3.2857 2.9286 3.1558 Std. Deviation 1.45774 1.60851 1.51367 Std. Error .20825 .30398 .17250 Lower Bound 2.8670 2.3049 2.8123 Upper Bound 3.7044 3.5523 3.4994 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA

166 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 2.273 171.857 174.130 df 1 75 76 Mean Square 2.273 2.291 F .992 Sig. .322

Descriptives What is your gender? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com 95% Confidence Interval for Mean N 1.00 2.00 Total 26 53 79 Mean 2.6538 3.4340 3.1772 Std. Deviation 1.41258 1.50012 1.50860 Std. Error .27703 .20606 .16973 Lower Bound 2.0833 3.0205 2.8393 Upper Bound 3.2244 3.8474 3.5151 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? B&N.com Sum of Squares Between Groups Within Groups Total 10.616 166.903 177.519 df 1 77 78 Mean Square 10.616 2.168 F 4.897 Sig. .030

Descriptives Do you have a device for reading digital books? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 25 54 79 Mean 3.4000 2.9815 3.1139 Std. Deviation 1.25831 1.47291 1.41410 Std. Error .25166 .20044 .15910 Lower Bound 2.8806 2.5795 2.7972 Upper Bound 3.9194 3.3835 3.4307 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA

167 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 2.993 152.981 155.975 df 1 77 78 Mean Square 2.993 1.987 F 1.507 Sig. .223

Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 58 22 80 Mean 3.1379 3.0455 3.1125 Std. Deviation 1.43207 1.36198 1.40518 Std. Error .18804 .29037 .15710 Lower Bound 2.7614 2.4416 2.7998 Upper Bound 3.5145 3.6493 3.4252 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total .136 155.851 155.988 df 1 78 79 Mean Square .136 1.998 F .068 Sig. .795

Descriptives Have you rented any textbooks in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 25 54 79 Mean 3.7200 2.7963 3.0886 Std. Deviation 1.33915 1.35116 1.40685 Std. Error .26783 .18387 .15828 Lower Bound 3.1672 2.4275 2.7735 Upper Bound 4.2728 3.1651 3.4037 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

168

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 14.580 139.799 154.380 df 1 77 78 Mean Square 14.580 1.816 F 8.031 Sig. .006

Descriptives How often do you rent textbooks? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 10 13 2 25 Mean 3.5000 4.0769 2.5000 3.7200 Std. Deviation 1.35401 1.18754 2.12132 1.33915 Std. Error .42817 .32936 1.50000 .26783 Lower Bound 2.5314 3.3593 -16.5593 3.1672 Upper Bound 4.4686 4.7945 21.5593 4.2728 Minimum 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 5.117 37.923 43.040 df 2 22 24 Mean Square 2.558 1.724 F 1.484 Sig. .249

Descriptives What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate campus bookstore) If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 3.00 4.00 3 1 12 5 Mean 3.0000 4.0000 3.4167 4.4000 Std. Deviation 1.73205 . 1.56428 .89443 Std. Error 1.00000 . .45157 .40000 Lower Bound -1.3027 . 2.4228 3.2894 Upper Bound 7.3027 . 4.4106 5.5106 Minimum 1.00 4.00 1.00 3.00 Maximum 4.00 4.00 5.00 5.00

169 5.00 6.00 7.00 8.00 Total 1 1 1 1 25 4.0000 5.0000 4.0000 4.0000 3.7200 . . . . 1.33915 . . . . .26783 . . . . 3.1672 . . . . 4.2728 4.00 5.00 4.00 4.00 1.00 4.00 5.00 4.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 6.923 36.117 43.040 df 7 17 24 Mean Square .989 2.125 F .466 Sig. .846

Descriptives Do you have friends who friends who have bought textbooks online? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 74 7 81 Mean 3.0541 3.7143 3.1111 Std. Deviation 1.39364 1.38013 1.39642 ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 2.788 153.212 156.000 df 1 79 80 Mean Square 2.788 1.939 F 1.437 Sig. .234 Std. Error .16201 .52164 .15516 Lower Bound 2.7312 2.4379 2.8023 Upper Bound 3.3769 4.9907 3.4199 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

Descriptives Do you have friends who have rented textbooks from a website? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 49 29 78 Mean 3.2449 2.8966 3.1154 Std. Deviation 1.29953 1.51998 1.38621 Std. Error .18565 .28225 .15696 Lower Bound 2.8716 2.3184 2.8028 Upper Bound 3.6182 3.4747 3.4279 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

170

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 2.211 145.751 147.962 df 1 76 77 Mean Square 2.211 1.918 F 1.153 Sig. .286

Descriptives What is your gender? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon 95% Confidence Interval for Mean N 1.00 2.00 Total 26 54 80 Mean 2.7308 3.3333 3.1375 Std. Deviation 1.31325 1.38727 1.38476 Std. Error .25755 .18878 .15482 Lower Bound 2.2003 2.9547 2.8293 Upper Bound 3.2612 3.7120 3.4457 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Amazon Sum of Squares Between Groups Within Groups Total 6.372 145.115 151.488 df 1 78 79 Mean Square 6.372 1.860 F 3.425 Sig. .068

Descriptives Do you have a device for reading digital books? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 Total 23 48 71 Mean 2.6522 2.3958 2.4789 Std. Deviation 1.33514 1.42530 1.39242 Std. Error .27840 .20572 .16525 Lower Bound 2.0748 1.9820 2.1493 Upper Bound 3.2295 2.8097 2.8085 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

171

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 1.022 134.697 135.718 df 1 69 70 Mean Square 1.022 1.952 F .523 Sig. .472

Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 Total 52 20 72 Mean 2.5769 2.2500 2.4861 Std. Deviation 1.44638 1.20852 1.38394 Std. Error .20058 .27023 .16310 Lower Bound 2.1742 1.6844 2.1609 Upper Bound 2.9796 2.8156 2.8113 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 1.544 134.442 135.986 df 1 70 71 Mean Square 1.544 1.921 F .804 Sig. .373

Descriptives Have you rented any textbooks in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 Total 24 48 72 Mean 3.1667 2.1250 2.4722 Std. Deviation 1.52277 1.16006 1.37351 Std. Error .31083 .16744 .16187 Lower Bound 2.5237 1.7882 2.1495 Upper Bound 3.8097 2.4618 2.7950 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

172

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 17.361 116.583 133.944 df 1 70 71 Mean Square 17.361 1.665 F 10.424 Sig. .002

Descriptives How often do you rent textbooks? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 8 14 2 24 Mean 2.3750 3.7857 2.0000 3.1667 Std. Deviation 1.59799 1.25137 1.41421 1.52277 Std. Error .56497 .33444 1.00000 .31083 Lower Bound 1.0390 3.0632 -10.7062 2.5237 Upper Bound 3.7110 4.5082 14.7062 3.8097 Minimum 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 3.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 13.101 40.232 53.333 df 2 21 23 Mean Square 6.551 1.916 F 3.419 Sig. .052

Descriptives What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate campus bookstore) If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 3 Mean 2.6667 Std. Deviation 1.52753 Std. Error .88192 Lower Bound -1.1279 Upper Bound 6.4612 Minimum 1.00 Maximum 4.00

173 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Total 1 11 5 1 1 1 1 24 3.0000 2.6364 4.8000 4.0000 3.0000 1.0000 4.0000 3.1667 . 1.56670 .44721 . . . . 1.52277 . .47238 .20000 . . . . .31083 . 1.5838 4.2447 . . . . 2.5237 . 3.6889 5.3553 . . . . 3.8097 3.00 1.00 4.00 4.00 3.00 1.00 4.00 1.00 3.00 5.00 5.00 4.00 3.00 1.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 23.321 30.012 53.333 df 7 16 23 Mean Square 3.332 1.876 F 1.776 Sig. .161

Descriptives Do you have friends who friends who have bought textbooks online? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 Total 68 5 73 Mean 2.4853 2.6000 2.4932 Std. Deviation 1.36582 1.67332 1.37561 Std. Error .16563 .74833 .16100 Lower Bound 2.1547 .5223 2.1722 Upper Bound 2.8159 4.6777 2.8141 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total .061 136.185 136.247 df 1 71 72 Mean Square .061 1.918 F .032 Sig. .859

Descriptives Do you have friends who have rented textbooks from a website? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

174 1.00 2.00 Total 46 25 71 2.7609 2.0400 2.5070 1.43271 1.17189 1.38227 .21124 .23438 .16404 2.3354 1.5563 2.1799 3.1863 2.5237 2.8342 1.00 1.00 1.00 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total 8.417 125.330 133.746 df 1 69 70 Mean Square 8.417 1.816 F 4.634 Sig. .035

Descriptives What is your gender? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg 95% Confidence Interval for Mean N 1.00 2.00 Total 26 46 72 Mean 2.3846 2.5870 2.5139 Std. Deviation 1.26734 1.43877 1.37373 Std. Error .24855 .21213 .16190 Lower Bound 1.8727 2.1597 2.1911 Upper Bound 2.8965 3.0142 2.8367 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Chegg Sum of Squares Between Groups Within Groups Total .680 133.306 133.986 df 1 70 71 Mean Square .680 1.904 F .357 Sig. .552

Descriptives Do you have a device for reading digital books? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

175 1.00 2.00 Total 10 23 33 2.8000 1.7826 2.0909 1.68655 1.04257 1.33144 .53333 .21739 .23177 1.5935 1.3318 1.6188 4.0065 2.2335 2.5630 1.00 1.00 1.00 5.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total 7.214 49.513 56.727 df 1 31 32 Mean Square 7.214 1.597 F 4.517 Sig. .042

Descriptives Have you purchased a textbook online in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N 1.00 2.00 Total 24 9 33 Mean 2.1250 2.0000 2.0909 Std. Deviation 1.39292 1.22474 1.33144 Std. Error .28433 .40825 .23177 Lower Bound 1.5368 1.0586 1.6188 Upper Bound 2.7132 2.9414 2.5630 Minimum 1.00 1.00 1.00 Maximum 5.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total .102 56.625 56.727 df 1 31 32 Mean Square .102 1.827 F .056 Sig. .815

Descriptives Have you rented any textbooks in the last academic year? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

176 1.00 2.00 Total 9 23 32 2.6667 1.7826 2.0313 1.73205 1.04257 1.30716 .57735 .21739 .23108 1.3353 1.3318 1.5600 3.9980 2.2335 2.5025 1.00 1.00 1.00 5.00 4.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total 5.056 47.913 52.969 df 1 30 31 Mean Square 5.056 1.597 F 3.166 Sig. .085

Descriptives How often do you rent textbooks? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N 1.00 2.00 3.00 Total 5 3 1 9 Mean 2.8000 3.0000 1.0000 2.6667 Std. Deviation 1.78885 2.00000 . 1.73205 Std. Error .80000 1.15470 . .57735 Lower Bound .5788 -1.9683 . 1.3353 Upper Bound 5.0212 7.9683 . 3.9980 Minimum 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 1.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total 3.200 20.800 24.000 df 2 6 8 Mean Square 1.600 3.467 F .462 Sig. .651

Descriptives What company did you use the last time you rented a textbook? (If you used your campus bookstore, please indicate campus bookstore) If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other

177 95% Confidence Interval for Mean N 1.00 2.00 3.00 7.00 8.00 Total 2 1 4 1 1 9 Mean 2.0000 4.0000 2.0000 5.0000 3.0000 2.6667 Std. Deviation 1.41421 . 2.00000 . . 1.73205 Std. Error 1.00000 . 1.00000 . . .57735 Lower Bound -10.7062 . -1.1824 . . 1.3353 Upper Bound 14.7062 . 5.1824 . . 3.9980 Minimum 1.00 4.00 1.00 5.00 3.00 1.00 Maximum 3.00 4.00 5.00 5.00 3.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total 10.000 14.000 24.000 df 4 4 8 Mean Square 2.500 3.500 F .714 Sig. .624

Descriptives Do you have friends who friends who have bought textbooks online? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N 1.00 2.00 Total 29 4 33 Mean 1.9655 3.0000 2.0909 Std. Deviation 1.14900 2.30940 1.33144 Std. Error .21336 1.15470 .23177 Lower Bound 1.5285 -.6748 1.6188 Upper Bound 2.4026 6.6748 2.5630 Minimum 1.00 1.00 1.00 Maximum 4.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total 3.762 52.966 56.727 df 1 31 32 Mean Square 3.762 1.709 F 2.202 Sig. .148

Descriptives Do you have friends who have rented textbooks from a website?

178 If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N 1.00 2.00 Total 17 13 30 Mean 2.0000 2.3077 2.1333 Std. Deviation 1.22474 1.54837 1.35782 Std. Error .29704 .42944 .24790 Lower Bound 1.3703 1.3720 1.6263 Upper Bound 2.6297 3.2434 2.6404 Minimum 1.00 1.00 1.00 Maximum 5.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total .697 52.769 53.467 df 1 28 29 Mean Square .697 1.885 F .370 Sig. .548

Descriptives What is your gender? If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other 95% Confidence Interval for Mean N 1.00 2.00 Total 7 25 32 Mean 2.0000 2.1600 2.1250 Std. Deviation 1.29099 1.37477 1.33803 Std. Error .48795 .27495 .23653 Lower Bound .8060 1.5925 1.6426 Upper Bound 3.1940 2.7275 2.6074 Minimum 1.00 1.00 1.00 Maximum 4.00 5.00 5.00

ANOVA If you were to rent textbooks for your next academic year, how likely would you be to rent from the following vendors? Other Sum of Squares Between Groups Within Groups Total .140 55.360 55.500 df 1 30 31 Mean Square .140 1.845 F .076 Sig. .785