A Cross-Cultural Comparison of Online Buying Intention: Effects of Internet Usage, Perceived Risks, and Innovativeness

Cheol Park, Assistant Professor of E-Marketing, Department of Management Information Systems, Korea University, Jochiwon, Chungnam, 339-700, South Korea, Email: cpark@korea.ac.kr

Jong-Kun Jun, Assistant Professor of Internet Marketing, Dept. of Internet Business, Dong-Eui University, Busan, Korea, Email: jkjun@dongeui.ac.kr

Keywords

Internet marketing, online buying, consumer behavior, perceived risk, innovativeness, cross-cultural study, Korea, USA

Abstract

This research attempts to examine differences in Internet usage, innovativeness on the Internet, the perceived risks of online shopping, and online shopping behavior in Korea and America and to identify a model of online buying intention, explained by Internet usage, perceived risk, innovativeness, and online buying experience on a cross-cultural basis. As a result, it was found that there were significant differences in Internet usage and the perceived risks of online shopping but no significant differences in online buying intentions and online buying frequency between Korean and American consumers. Nonetheless, comparing the Korean and U.S. models of online buying intention, some cultural differences in online shopping behavior were identified. Internet usage time and innovativeness on the Internet significantly affected the frequency of online shopping in the U.S. model, but it did not in the Korean model. The perceived risks of online shopping significantly affected online shopping frequency in the Korean model, but not in the U.S. model. The length of Internet usage period affected online shopping frequency both in the Korean model and the U.S model. The implications of the study were discussed and further research was suggested.