Tale of two e-retailers: study finds U.S. online consumers bigger risk-takers, more trusting than Korean shoppers

U.S. online shoppers more likely to be risk-takers compared to their Korean counterparts, says Professor Frances Gunn, Ted Rogers School of Retail Management. She is the Canadian co-author of an international study that examined cultural differences between e-retailing in the U.S. and Korea.Do you worry about your credit card number getting stolen after you’ve bought books, gifts or anything else online? When it comes to e-retailing, recent research from Ryerson University reveals online consumers in the United States are more trusting of companies’ websites -- and are more willing to part with their hard-earned cash than consumers in Korea.

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