Teleshopping, electronic commerce, purchase habits, comfort level


The rapidly expanding use of the Internet for e-commerce has left academics and practitioners with many questions about consumer use of this new marketing channel. This study was intended to explore the Internet use, online purchasing and payment habits, and comfort level with e-commerce of certain long-term future consumers. 203 US and German college students participated in an online survey intended to explore the previously mentioned concerns. Similarities and differences between US and German students’ online e-commerce practices are discussed and compared with results of prior research. Results show differences in usage patterns and purchase habits as well as comfort level with giving out personal information over the Internet. This study also seems to show a difference between groups in their degree of sophistication with e-commerce.Implications for further research are discussed.

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