The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries

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

Patrick D. Lynch; Robert J. Kent; Srini S. Srinivasan

2015

Key concepts

Scholarcy highlights

  • 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
  • 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

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