Global online marketplace: a cross-cultural comparison of website quality
This study used Loiacono's WebQual TM scale to compare 278 US and 347 Korean Internet users in terms of their percep- tions of retail website quality. The results of the study sug- gested that the dimensionality of website quality was not consistent across the two samples. This study also exam- ined which dimensions of website quality influenced shop- pers' satisfaction with the site and purchase intention. The findings indicated that the relationship between website quality dimensions and the two dependent variables varied between the two groups.