Managing marketing in the context of international online purchasing

Todd Drennan and Cecilia Lindh

International Journal of Management and Decision Making, 2024, vol. 23, issue 6, 727-750

Abstract: As e-commerce continues to expand cross-borders, marketing endeavours must adapt to the diverse consumer preferences. This study postulates that online purchasing, studied from a marketing point of view, and taking the fact that the internet makes the online market accessible cross-borders, would yield interesting managerial implications. To investigate this, we analyse an international dataset comprising 932 consumers from 65 countries, through the lens of established marketing concepts. The result shows that buying takes place on the internet and in a potentially very international setting. This study of marketing constructs (established and newer) in a cross-border online context shows significant behavioural characteristics relevant to decisions taken by firms on online internationalisation activities.

Keywords: internet; e-commerce management; purchase intention; online purchasing. (search for similar items in EconPapers)
Date: 2024
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