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Purchasing Inhibitors on the Internet: A Comparative Study between the UK and the US

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This paper is focused on an investigation of factors that may be preventing Internet consumers from fulfilling purchase intentions and completing purchase decisions on-line. Previous research has highlighted a number of potential inhibiting factors relating to merchandising, consumer risk, customer service, shopping experience and site design. These were incorporated into a research framework which focused on the Buying Process – from interface design to product location and navigation, ordering procedure to delivery; and Consumer Risk – economic, performance, personal and social. These variables were operationalised and assessed, together with internet experience and level of skill in using the internet, among a sample of 331 young people in the US and UK. Factor analysis of the data established eleven factors that may inhibit purchase on the Internet. Further analysis provided evidence of some differences in the strength of inhibiting factors, between the US and UK samples, and in relation to Internet experience and level of skill in using the Internet.


Document Type: Research Article


Publication date: June 1, 2003

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