A Comparative Study Of Online Retailing: U.S. Vs. E.U. Consumer Attitudes Toward Product Country Of Origin

Abstract

As a first-mover into the use of the Internet for e-commerce, many U.S. retailers have found another tool that it has added to the plethora of methods it can use to reach customers.  Although in an early stage of development, the growth of e-commerce is likely to mushroom.  Trailing the U.S. in Internet marketing, retailers in the European Union (E.U.) are quickly realizing its potential to increase revenues and profits.  This study focuses on two aspects of online retailing by contrasting the perceptions of U.S. and E.U. consumers on the use of the Internet for shopping, and contrasting their views with respect to where a product originates.  The study surveyed 268 people from either the U.S., E.U., and from a handful of other locations.  From the gathered data set findings and conclusions were made that should be of interest to professionals in academe or the commercial business sector.