Intercultural Study on the Internet Shopping

The development of the Internet Technology has opened up exciting opportunities for finding new and efficient way of shopping. However, many concerns especially cultural issues have rose since the dawn of Internet shopping. This study is to contribute to a better understanding of issues on Internet shopping by carrying out the survey among the shoppers with two different cultural background. Based on the literature study, an end-user computing satisfaction model is chosen to investigate the cultural issues on Internet shopping. In order to reach a proper subset of Internet shoppers, more than 100 Internet shoppers in the U.S. and Korea were chosen. ANOVA is employed to investigate a single non-metric independent variable, Nationality, and multiple metric dependent variables. As anticipated, the results of this study on the perception of Internet shoppers in two different countries showed that Korean Internet shoppers rated the following variables favorably: easy of use and timeliness of the Internet.