Title: Using online field surveys in e-business research: reflections on a referent study

Authors: Xiling Cui; Qiang Zhou; Libo Liu

Addresses: Department of Business Administration, Hong Kong Shue Yan University, 10 Wai Tsui Crescent, Braemar Hill Road, North Point, Hong Kong, China ' Department of Accounting, Hong Kong Shue Yan University, 10 Wai Tsui Crescent, Braemar Hill Road, North Point, Hong Kong, China ' Department of Information Systems, Entrepreneurship, and Logistics, Faculty of Business and Law, Swinburne University of Technology, John Street, Hawthorn, Victoria 3122, Australia

Abstract: The growing popularity of mixed-methods approaches to information systems (ISs) research calls for further exploration of research design strategies. We review the advantages and disadvantages of field studies and surveys in e-business studies, and integrate these two methods to produce the online field survey method. We argue that online field surveys offer an effective means of conducting e-business research because they balance the strengths and weaknesses of research designs based solely on field studies or surveys, providing e-business researchers with more robust findings. Next, we empirically demonstrate an online field survey in the context of an online-auction study in which psychological factors of online purchasers are evaluated. After evaluating our referent study, we provide recommendations for future e-business research. This study contributes to the existing literature on both e-business and methodology by providing an effective research design. It also offers valuable insights into IS research and practice.

Keywords: online field surveys; field studies; e-business; data collection; electronic business; information systems; online auctions; psychological factors; online purchasing; research design.

DOI: 10.1504/IJEB.2015.074610

International Journal of Electronic Business, 2015 Vol.12 No.4, pp.345 - 363

Received: 23 Jan 2015
Accepted: 23 Jul 2015

Published online: 07 Feb 2016 *

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