A cross‐cultural comparison of Internet buying behavior: Effects of Internet usage, perceived risks, and innovativeness

This research attempted to examine differences in Internet usage, Internet innovativeness, perceived risks of Internet buying, and Internet buying behaviors between Korea and America, and to identify a model for factors influencing Internet buying behavior, explained by Internet usage, perceived risks, and innovativeness on a cross‐cultural basis. Results showed that there were significant differences in Internet usage and the perceived risks of Internet shopping, but no significant differences in Internet buying intentions or online buying experience between Korean and American consumers. Nonetheless, analyzing a regression model of factors influencing Internet buying behavior, and cultural differences in effects of Internet usage and perceived risks on Internet buying behavior were found. While there were main effects of Internet usage and perceived risk on Internet buying behavior, these effects were weaker or even opposite to those related to Korean samples. The implications of the study are discussed and further research was suggested.