Abstract This paper seeks to contribute to the literature on consumers’ online purchasing behavior as an international phenomenon. Specifically, to address consumers’ Internet skills, website perceived ease of use, and website trust as antecedents of purchase intent. With a cross-national dataset of 788 consumers from different countries, five hypotheses are tested, and a model is suggested. The findings highlight that consumers’ Internet skills and website perceived ease of use positively impact purchase intent. Interestingly, trust in the website does not. To overcome the cases where consumers feel a lack of trust, this study highlights the need for website usability and adapting to consumers’ Internet skills. The findings also illustrate that online shopping is a global phenomenon, a finding that was made possible by analyzing a large international dataset. Future studies can benefit from an online international purchasing approach, which takes the internationality of consumers’ purchasing into account.

中文翻译：

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数字化与国际在线销售：购买意愿的前身

摘要本文旨在为有关消费者在线购买行为作为一种国际现象的文献做出贡献。具体来说，为了解决消费者的互联网技能，网站认为易用性和网站信任是购买意愿的先决条件。利用来自不同国家的788位消费者的跨国数据集，测试了五个假设，并提出了一个模型。调查结果表明，消费者的互联网技能和网站易用性对购买意愿产生了积极影响。有趣的是，对网站的信任不是。为了克服消费者感到不信任的情况，本研究强调了网站可用性和适应消费者互联网技能的需求。研究结果还表明，在线购物是一种全球现象，通过分析大型国际数据集，这一发现成为可能。未来的研究可以从在线国际购买方法中受益，该方法考虑了消费者购买的国际性。