If You Build It, Will They Come? Barriers to International e-Marketing

Abstract

AbstractAlthough Internet technology makes it possible for consumers world-wide to shop on-line, many companies are starting to realize that (1) simply building a web site does not automatically generate international sales and (2) when international consumers do visit a company with the intention purchasing, the transaction often comes to an abrupt halt. The current article reviews existing publications to identify some of the socio-cultural/demographic, financial, technological, political, and legal barriers that thwart international online buying. A series of research proposals are presented that relate specific web site adaptations to various measures of online success. Additional informationNotes on contributorsL. Jean Harrison-WalkerL. Jean Harrison-Walker (Ph.D. Florida State University) is an assistant professor in the Department of Marketing at the University of Houston-Clear Lake. Dr. Walker's current research interests focus on services marketing, word-of-mouth communication, relationship marketing, and e-marketing. Her research is published in the Journal of Service Research, Journal of Marketing Theory and Practice, Journal of Services Marketing, Journal of Consumer Marketing, Journal of Marketing Channels, Journal of Quality Management, The International Journal of Non-Profit and Voluntary Sector Marketing, Journal of Business Disciplines, Journal of Education for Business, as well as numerous conference proceedings.