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Predictors of E-commerce Use of the Internet: A Multinational Comparative Study —the U.S., the Netherlands, and S. Korea

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Issue Date
2009-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.15 No.1, pp. 65-90
Keywords
online consumer behaviormotivatione-commercecrossnational comparisonthe U.S.the NetherlandsSouth Koreahierarchical regression analysis
Abstract
With a focus on online consumer behavior in highly-wired countries

(the United States, the Netherlands, and South Korea), this study

attempted to identify and compare predictors of e-commerce activities in

three areas — finance, product, and entertainment. The cross-national

comparison revealed that users in each country did not have a

compatible pattern of predictors in e-commerce activities. Although an

age, web experiences, and a motivation of having less pressure were

common predictors, there existed different social and cultural impacts

on online consumer behaviors in each country. The main implication of

this exploratory crossnational comparative study for e-commerce is that

there are both global and local determinants of online consumer

behavior. Therefore, researchers and practitioners should consider both culture-general and culture-specific components in multinational online

commerce services and marketing.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/32070
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of Business (SJB)Seoul Journal of Business Volume 15, Number 1/2 (2009)
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