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| Author: | Comegys, C. Brennan, M.L. |
| Title: | Students' online shopping behavior: A dual-country perspective |
| Journal: | Journal of Internet commerce
2003 : VOL. 2:2, p. 69-87 |
| Index terms: | Marketing Consumer behaviour Electronic commerce Shopping Internet Students Irish Republic Europe USA |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This study investigates the online purchasing behaviour of a key segment of the population, the "Net Generation" undergraduate college-aged student, from two of the countries with the greatest potential for e-marketing opportunity, the United States and Ireland. In addition to identifying college students' Internet activities, this research provides useful comparative information concerning how frequently students from each country interactively shop online, how much they spend, what they buy, as well as answer the question whether students from the two countries under study approach the Buyer Decision Process differently in their use of the Internet. The results provide useful guidance to electronic marketers. |
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