An Empirical Investigation of Internet Users' Perceptions towards National and International e-Shops

Nowadays, the broad Internet utilization and the advancement of Information and Communication Technologies (ICT) have greatly changed the way goods and services are bought and sold. As a consequence, even more online users prefer not only to shop online, but also purchase abroad taking advantage of Internet's limitless feature. Thus, technology's success has stimulated the process of cross-border e-shopping, allowing fast, less costly communication, as well as access to a wider variety of goods and services. The purpose of this consumer-oriented approach paper is to examine the perceptions of Greek Internet users concerning e-shops. In specific, it aims to reveal if there are differences on users' perceptions regarding Greek versus international e-shops, as even more individuals visit non-domestic online stores for their e-purchases. Hence, it provides tangible results to an under-explored area of online shopping and shed light on the difficulty of understanding important aspects of e-shopping behavior; presenting vital implications to both academia and practitioners.