Global online marketplace: a cross-cultural comparison of website quality
نویسندگان
چکیده
This study used Loiacono’s WebQual TM scale to compare 278 US and 347 Korean Internet users in terms of their perceptions of retail website quality. The results of the study suggested that the dimensionality of website quality was not consistent across the two samples. This study also examined which dimensions of website quality influenced shoppers’ satisfaction with the site and purchase intention. The findings indicated that the relationship between website quality dimensions and the two dependent variables varied between the two groups.
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