RT Journal Article SR Electronic T1 The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries JF Journal of Advertising Research JO J Advert Res FD WARC SP 15 OP 23 DO 10.2501/JAR-41-3-15-23 VO 41 IS 3 A1 Patrick D. Lynch A1 Robert J. Kent A1 Srini S. Srinivasan YR 2001 UL http://www.journalofadvertisingresearch.com/content/41/3/15.abstract AB Globally, the characteristics of a website that are critical to increasing the likelihood that customers will shop at that site and will come back for future purchases are largely unknown. Actual shopping tasks by 299 respondents from 12 countries indicate that site quality, trust, and positive affect toward it are critical in explaining both the purchase intentions and loyalty of visitors to the site. This research indicates that the impact of these factors varies across different regions of the world and across different product categories. Results of this research highlight the need to tailor websites according to each world region and product being offered for sale.