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Digitalization and International Online Sales: Antecedents of Purchase Intent
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0002-7438-2764
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0003-3737-6055
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation. Stockholm School of Economics, Stockholm, Sweden.ORCID iD: 0000-0003-4583-647X
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0001-7837-8298
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2020 (English)In: Journal of International Consumer Marketing, ISSN 0896-1530, Vol. 32, no 4, p. 324-335Article in journal (Refereed) Published
Abstract [en]

This paper seeks to contribute to the literature on consumers’ online purchasing behavior as an international phenomenon. Specifically, to address consumers’ Internet skills, website perceived ease of use, and website trust as antecedents of purchase intent. With a crossnational dataset of 788 consumers from different countries, five hypotheses are tested, and a model is suggested. The findings highlight that consumers’ Internet skills and website perceived ease of use positively impact purchase intent. Interestingly, trust in the website does not. To overcome the cases where consumers feel a lack of trust, this study highlights the need for website usability and adapting to consumers’ Internet skills. The findings also illustrate that online shopping is a global phenomenon, a finding that was made possible by analyzing a large international dataset. Future studies can benefit from an online international purchasing approach, which takes the internationality of consumers’ purchasing into account.

Place, publisher, year, edition, pages
2020. Vol. 32, no 4, p. 324-335
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-49583DOI: 10.1080/08961530.2019.1707143ISI: 000515311200001Scopus ID: 2-s2.0-85079405698OAI: oai:DiVA.org:mdh-49583DiVA, id: diva2:1460174
Available from: 2020-08-21 Created: 2020-08-21 Last updated: 2022-11-09Bibliographically approved

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Lindh, CeciliaRovira Nordman, EmiliaMelén Hånell, SaraSafari, AswoHadjikhani, Annoch

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Lindh, CeciliaRovira Nordman, EmiliaMelén Hånell, SaraSafari, AswoHadjikhani, Annoch
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