Title: Managing marketing in the context of international online purchasing

Authors: Todd Drennan; Cecilia Lindh

Addresses: School of Business, Society and Engineering, Mälardalen University, Mälardalens Högskola, Box 88, 721 23 Västerås, Sweden ' School of Business, Society and Engineering, Mälardalen University, Mälardalens Högskola, Box 88, 721 23 Västerås, Sweden

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.

DOI: 10.1504/IJMDM.2024.141944

International Journal of Management and Decision Making, 2024 Vol.23 No.6, pp.727 - 750

Received: 16 Oct 2022
Accepted: 26 May 2023
Published online: 03 Oct 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article