The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries
The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries
复制标题
全球互联网购物者：十二个国家购物任务的证据
DOI：
10.2501/jar-41-3-15-23
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发表时间：
2001
影响因子：
2.5
通讯作者：
S. Srinivasan
中科院分区：
文献类型：
--
作者：
P. Lynch;R. J. Kent;S. Srinivasan
摘要在全球范围内，一个网站的特征对于增加客户在该网站购物并再次回来购买的可能性至关重要，这在很大程度上是未知的。来自12个国家的299名受访者的实际购物任务表明，网站质量、信任和对网站的积极影响对解释网站访问者的购买意图和忠诚度至关重要。这项研究表明，这些因素的影响在世界不同地区和不同产品类别之间有所不同。这项研究的结果突出表明，需要根据每个世界地区和提供销售的产品来定制网站。
ABSTRACT Globally, the characteristics of a website that are critical to increasing the likelihood that customers will shop at that site and will come back for future purchases are largely unknown. Actual shopping tasks by 299 respondents from 12 countries indicate that site quality, trust, and positive affect toward it are critical in explaining both the purchase intentions and loyalty of visitors to the site. This research indicates that the impact of these factors varies across different regions of the world and across different product categories. Results of this research highlight the need to tailor websites according to each world region and product being offered for sale.