Master Thesis - Andreas Kurtz

1. Universiteit Maastricht Faculty of Economics and Business Administration Maastricht, 30 th August 2005 Kurtz, Andreas i980475 supervised by Drs. Toñita Perea y Monsuwé Foreign E-Commerce Transactions Why consumers hesitate to shop around the globe online?

2. introduction academic context - hypotheses development research design analysis and results discussion and conclusion additional questions - foreign e-commerce framework

4. internet sales in various markets (OECD, 2002)

9. intention to purchase a product on a foreign website attitude towards purchasing a product on a foreign website Hypothesis 01: The attitude towards purchasing a product on a foreign website has a direct positive effect on the intention to purchase a product on a foreign website

17. intention to purchase a product on a foreign website import tariffs attitude towards purchasing a product on a foreign website Hypothes i s 06 : Import tariffs and the corresponding efforts by the consumer have a strengthening impact on the realtionship the attitude and i ntention to purchase a product on a foreign website .

24. Doney et al. (1998) :

30. questionnaire 41 questions on four pages three languages

31. components attitude and intention (Dabholkar, 1994) four-item scale two-item scale seven-point Likert scales (Chang & Cheung, 1994) attitude intention (Dabholkar, 1994)

32. components moderators – situational factors (McQuarrie & Munson, 1992) ten bipolar items need for special items geographical distance international transportation delivery time three self-made statements each one statement

33. components (Cheung & Lee, 2001) three statements perceived ability perceived integrity (Cheung & Lee, 2001) (Moorman et al., 1993) three statements (Lee & Turban, 2001) moderator – trust

34. components demographic details moderator – import tariffs consumer traits three self-made statements

36. descriptive statistics demographics nationality: 51 Dutch 75 German 55 Korean 28.2 % 41.4 % 30.4 % female male 18 38 31 33 37 24

37. descriptive statistics demographics age: < 20 20 – 34 25 – 34 35 – 49 50 – 65 5.5 % 44.8 % 44.8 % 4.4 % 0.6 % 10 81 81 08 01

38. descriptive statistics demographics education: secondary high-school vocational advanced university other 3.3 % 19.9 % 13.3 % 3.9 % 59.1 % 0.6 % 06 36 24 07 107 01

39. descriptive statistics demographics income: < € 15,000 15 – 20 20 – 35 35 – 50 50 – 65 > € 65,000 72.4 % 10.5 % 7.2 % 3.3 % 5.5 % 1.1 % 131 19 13 06 10 02

40. descriptive statistics previous purchases 51 Dutch 75 German 55 Korean 29/22 35/40 15/40 yes/no 79/102 foreign transactions: domestic transactions: 91.7 % yes 8.3 % no 43.6%

43. analysis of variance national differences and attitude mas 14 66 39 80 67 18 idv Netherlands Germany South Korea (Hofstede, 1984) Netherlands Germany South Korea 4.455 4.446 4.097 mean H09 & H10 not supported F = 4.319 p = .015

44. analysis of variance national differences and trust F = .392 p = .626 F = 2.756 p = .066 perceived ability perceived integrity H11 = no support H12 = no support Netherlands Germany South Korea 5.229 4.446 4.097 4.471 4.138 3.958 ability integrity

45. analysis of variance previous purchases F = 7.380 p = .05 F = 15.039 F = 48.336 intention attitude intention p = .05 e-commerce experience FET experience

46. (moderated) regression analsyis attitude and intention t = 8.023 p = .000 H01 = supported

62. q & a