Abstract
Examines US consumers’ reactions to 20 domestic and international Internet sites marketing specialty food products. Analyses respondents’ ratings of site characteristics and use of descriptive adjectives and determines that international sites were viewed significantly lower than domestic sites on virtually all measures. Those differences were correlated with a lower likelihood of purchase. Determines that international companies hoping to market their products to US customers via the Internet should expect to have online consumers apply a more stringent standard of site design and quality. However, those companies which meet these standards can expect to be competitive with US companies. Outlines recommendations for international companies.
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