The prospect of an emerging global Internet consumer entices many internationalizing organizations as it would enable standardization of Internet strategies on a worldwide basis. A sample of advanced Internet users from 20 countries shows differences in beliefs, attitudes, perceptions, and Internet buying behavior depending on user experience, and home country or region. There were important differences after controlling for social, cultural and macro-economic variables. Implications for a regional approach to global e-commerce strategies are discussed.

The study investigates the impact of patriotism, nationalism and internationalism as antecedents to consumer ethnocentrism in Turkey and the Czech Republic. Controlling for demographics, the findings indicate that the impact of patriotism and nationalism is not consistent across the two countries. Consumer ethnocentrism in Turkey is fueled by patriotism, and in the Czech Republic by nationalism. Internationalism does not have a significant effect on consumer ethnocentrism in either country. Managerial implications of these findings are considered and future research directions are identified.