Internet Viewing and Buying Habits: A Cross-Cultural Study

Today's college students are technologically savvy, have greater disposable income, and are comfortable shopping. A cross-cultural study of college students from various countries was conducted to determine their Internet viewing and buying habits. This paper focuses on cross-cultural comparison of Sweden, Germany, and USA respondents. The results reveal the amount of time spent online, the time of the day when they are online, the sites they frequent, and the type and amount of their online purchases. Statistically significant differences in viewing and buying habits were found between students from the various countries. Implications for businesses are offered as well.