Abstract
ABSTRACT This article investigates the link between psychic distance (PD) and consumers' behavior toward international online vendors (IOVs). A combination of individual and focus group interviews, involving 51 individuals, provide the data for findings that show (1) high uncertainty hindering exchange with IOVs associated with high PD, (2) PD changes as the customers gain access to information forming trust toward specific IOVs, and (3) a better understanding of PD's impact on consumers' behavior can be gained through a relationship and network approach. The article's customer perspective on the impact of PD broadens the understanding of international online behavior and contributes to the debate on PD in international marketing.
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