The global Internet shopper: Evidence from shopping tasks in twelve countries

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 respond ents from 12 countries indicate that site quality, trust, and positive affe ct toward it are critical in explaining both the purchase intentions and lo yalty of visitors to the site. This research indicates that the impact of t hese factors varies across different regions of the world and across differ ent product categories. Results of this research highlight the need to tail or websites according to each world region and product being offered for sa le.