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This study investigates the online purchase behavior of a key segment of the population, the “Net Generation” undergraduate college-aged student, from two of the countries with the greatest potential for e-marketing opportunity, the United States and Ireland. In addition to identifying college students' Internet activities, this research provides useful comparative information concerning how frequently students from each country interactively shop online, how much they spend, what they buy, as well as answer the question whether students from the two countries under study approach the Buyer Decision Process differently in their use of the Internet. The results provide useful guidance to electronic marketers.
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Comegys et al. (2003) studied this question.
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