The Attitude of German Web Users Toward Foreign Websites for Buying Products Online

摘要

Today, consumers tend to buy products online because of several advantages compared to shop in brick and mortar stores. One advantage of online shopping is to browse, search, and buy products from online shops all over the world. However, the attitude of online shoppers towards using foreign websites for buying products online might be influenced by factors that result from high uncertainties when using foreign websites. This paper analyses factors that might influence the attitude of web users toward foreign websites to buy products online. In this study, a survey with 60 German web users was conducted. The results were presented in a regression model and suggest that future research should focus on developing, testing and validating concepts that are influencing the attitude toward foreign websites before conducting large-scale studies.