| Over the past decade, Internet shopping has grown substantially. Although the fast advancing information infrastructure makes the connectivity possible to reach almost anywhere in the world, it does not necessarily ensure a successful development of Internet shopping platform for every country. An important factor that could influence the diffusion of Internet commerce is the difference in cultural background of each market group.; To examine the effect of cultural differences on the perception for Internet shopping, Internet shoppers from two markedly different countries in their cultural background—U.S. and Korea—were chosen, and the perception for Internet shopping of U.S. Internet shoppers is contrasted with those of Korean shoppers. Using the variables identified by the literature, this study identified differences in perception on Internet shopping between U.S. and Korean shoppers and also identified the particular variables that facilitate or hinder the Internet shoppers in each country.; In order to reach a proper subset of Internet shoppers, more than 100 experienced and inexperienced Internet shoppers in the U.S. and Korea were chosen. For the analysis of data, multivariate analysis of variance (MANOVA), analysis of variance (ANOVA), and factor analysis were utilized. The results indicate that the perception of Internet shoppers in the two countries is different in most of the variables identified in this study. |
