British and American Attitudes Toward Buying Online

Bijou Yang, David Lester, Simon James


This study compared the attitudes toward online shopping of British and American individuals. Using a sample of 327 British and
American university students, the British respondents were found to have less favorable attitudes toward online shopping. There were also
differences in actual online shopping behavior, with the American respondents purchasing a wider range of products than did the British
respondents. Differences were also identified in attitudes toward money and credit cards. Attitudes toward online shopping were found to be
significant predictors of making online purchases - positive attitudes for the British and negative attitudes for the Americans. The implications
of these results were discussed and suggestions made for future research.

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