Skip to main content
Article
Consumer Communications, Media Use and Purchase via the Internet: A Comparative, Exploratory Study
Journal of International Consumer Marketing
  • Hyokjin Kwak, Drexel University
  • George M. Zinkhan, University of Georgia
  • Yue Pan, University of Dayton
  • Trina Larsen Andras, Drexel University
Document Type
Article
Publication Date
9-8-2008
Abstract
The Internet 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., Canada, China) is explored, using an Internet survey of Web-based chatters. Results indicate that chatters’ Internet use does not affect their use of traditional mass media in any significant manner. No difference is found in the frequency of information seeking and chatters’ attitude towards online advertising across the three countries. Internet purchase patterns are contrasted in the three countries, and results suggest that consumers in the U.S. have the highest purchase incidence among the three countries under study. Canadian consumers make significantly fewer purchases than their counterparts in each product category.
Inclusive pages
55-68
Publisher
Routledge Taylor & Francis
Keywords
  • Web-based chatting,
  • Internet communications,
  • Internet purchase,
  • Internet advertising,
  • Mass media use
Citation Information
Hyokjin Kwak, George M. Zinkhan, Yue Pan and Trina Larsen Andras. "Consumer Communications, Media Use and Purchase via the Internet: A Comparative, Exploratory Study" Journal of International Consumer Marketing Vol. 20 Iss. 3-4 (2008)
Available at: http://works.bepress.com/yue_pan/17/