A Comparative Study of Customized Information in the UK and South Korea: An e-Trading Perspective

Customized information is fundamental to online repurchasing behavior in many service categories yet rarely examined in online consumer research. The present research utilizes data from both UK and South Korean samples to investigate the effects of customized information in predicting consumer repurchase intentions. Although the effect of customized information on consumer attitudes and repurchase intent has been previously explored, results from this study indicate that the relationship between customized information and attitude is not supported by the Korean and the UK data. Similarly, the link between satisfaction and attitudes toward website is only supported in the Korean data.