Consumer Communications, Media Use, and Purchases via the Internet: A Comparative, Exploratory Study

Abstract

The Intemet provides a fast, efficient and cost-effective alternative for communication, transaction, and distribution. In this study, consumers' Web-based chatting behavior across three countries (i.e., the U.S., Catiada, China) is explored, using an Intemet survey of Web-based chatters. Results indicate that chatters' Intemet use does not affect their use of traditional mass media in any significant manner. No difference is found in the frequency of infomiation seeking and chatters" attitude towards online advertising across the three countries. Intemet purchase pattems are contrasted in the three countries, and results suggest that consumers in the U.S. have the highest purcha.se incidence among the three countries under study. Canadian consumers make significantly fewer purchases than their counterparts in each product category.The advent of the Intemet has had a révolu-Online cotnmunications, such as chatting, are tionary impact on the way people communicate, gaining popularity, yet there are many aspects It provides a fast, efficient and cost-effective to Web-ba.sed chatting and reasons for chatting alternative for traditional communication, the online that are not well understood (Zinkhan completion oftransactions. and of marketing dis-et al. 2003;Kwak, Zinkhan. and Pitt, 2001). tribution channels, and this not just a developed For example, how much time do people spend country phenomenon; the Internet has expanded chatting, when do they chat, and what impact rapidly in a global fashion. Communication via does their chatting have on their use of and the Intemet in its various forms (e.g.. email, net exposure to traditional media? Do people chat phone, text-based chatting), provides a scalable, to access or exchange informatioti. for enterlow-cost, low-latency altemative to messages tainment, for social escape? An understanding carried by traditional comtnunications vehicles, of how people differ in these various aspects of Hyokjin Kwak is Assistant Professor of Marketing at

Examining beliefs and attitudes toward online advertising among Chinese consumers

“…Lastly, this study only investigated the relationship among beliefs, ATOA, and behaviors among Chinese consumers. A cross‐cultural comparative study could enhance our understanding of cultural influence on consumers' ATOA and online shopping behavior (Kwak et al , 2008).…”

Cross-cultural research in international marketing: clearing up some of the confusion

“…An example of a mistake in reading Hofstede's data are from Kwak et al (2008) who position China high on the uncertainty avoidance index instead of the correct low score, then do not find a cultural relationship and blame the Hofstede model.…”

Self-disclosure in online media

“…For instance, computer-mediated communications (CMC) have altered communications options and outcomes for consumers (Zinkhan et al 2003;Kwak et al 2008;Nicovich 2010). Research on CMC is not new.…”