The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries
研究了12个国家299名受访者的实际购物任务，发现网站质量、信任和积极情感对购买意愿和忠诚度至关重要，且影响因地区和产品类别而异。
<h3>ABSTRACT</h3> 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.