International Marketing

Comparative Study: Web – Based Shopping Experience

Marketing involves the processes involved in promoting, selling and distributing a product or service. In this industrialized world we as marketers study these processes in order to predict consumer reaction and therefore gain a greater return on investment for our efforts. In years past, marketing was studied in a more decentralized manner due to the voluntary isolation of the world’s major markets from each other. Many countries set tariffs very high to discourage international trade and investments. More recently, the walls of high tariffs have been removed to reveal a more connected environment ripe for international trade.
This phenomenon, termed as globalization, encompasses the ongoing economic integration and growing interdependency of countries worldwide (Cavusgil). In this new environment, the country borders are not deterrents to trade. Instead because of incentives and technology, other countries have become opportunities to expand market share.
To exemplify this world environment, this study involves comparing the consumer experience in searching for a product on an US based company website with a global audience as opposed to a US based company website with a US audience. The basis for comparison involves search behavior and results as well as buying behavior intentions. The subjects of this study are Amazon.com and Bookpassage.com.
Background:
Amazon.com, Inc.
Amazon.com, Inc. is headquartered in Seattle Washington and is termed America’s largest online retailer as of January 2010. (Wikipedia). Founded in 1994 by Jeff Bezos, this company began as an online bookstore but later expanded its offerings to include DVDs, CDs, MP3 downloads, computer software, video games, electronics, apparel, furniture, food and toys. Amazon has established separate websites in Canada, the United Kingdom, Germany, France, Japan and China and provides shipping internationally to certain countries.
The concept behind Amazon.com was to directly compete with traditional bookstores. The premise was that a traditional store inventory topped out at approximately 200,000 books, the online store easily had the ability to offer more. This premise gave rise to the business name as a correlation to the Amazon River which is the largest in the world.
The company went public on May 15, 1997 and is traded on the NASDAQ. While currently very successful, the first four years proved to be unprofitable much to the displeasure of the stockholders. However, unlike many other companies, Amazon survived the dot.com bubble burst. The company turned its first profit in the 4th quarter of 2001 In 1999, Time magazine named Bezos Person of the Year and recognized the company's part in popularizing online shopping. (Wikipedia)
Since becoming profitable, the company has acquired other companies that have served to fit its mantra for business and further expand their market share. These companies include: Internet Movie Database, Alexa Internet, Joyo (Chinese-ecommerce website), BookSurge, Dpreview.com, Audible.com, and Zappos.com. A9.com and Endless.com are spinoff companies that have been inspired by Amazon. (Wikipedia)
The company remains profitable with a net income in 2009 of $902 million. This is a substantial increase from its humble beginning net income in 2003 of $35 million. According to Wikipedia, Amazon had a higher market cap than Target Corporation, Home Depot, Costco, Barnes and Noble, and Best Buy, only lagging that of Walmart among American brick and mortar retailers.(Wikipedia)
Part of the success of Amazon.com is its selection. The other part is the website itself. The domain amazon.com attracted at least 615 million visitors annually by 2008, twice the numbers of walmart.com. Amazon attracts approximately 65 million customers to its U.S. website per month. (Wikipedia)
Bookpassage.com
Bookpassage.com is a website whose origins are in California since 1976 (Book Passage History). Elaine Petrocelli was the founder and president, whom had an intension of using her unique bookstore to help unite Marin County with the rest of the world. So far two stores have been established, one in Marin County and one in San Francisco (Book Passage History). The website and the stores focus on bringing great authors into the Bay area. The stores have had a wide range of authors, journalists, Nobel Prize-winners, and even amateurs come and speak to audiences. Many of these events help raise money for charities and other non-profit organizations. These events cover a wide spectrum of issues and ideas, and reach out to audiences of all ages. To show how they support and encourage customers of all ages, Bookpassage.com offers a “Children’s Books and Fairs” section. This excellent inventory of kid’s books offers suitable reading material for any particular child and/or young adult.

Book Passage has faculty from all over the world, in places such as Brunei, Saudi Arabia, and Brazil (Book Passage History). The company has established a bimonthly newsletter and created a website, www.bookpassage.com, that it uses to reach out to people in the rest of the country (Book Passage History). However, Book Passage prides itself on its status within the local community and prefers one-on-one discussions with customers within their stores. They “sell” the fact that they sell more than just books, but a relationship as well. The company focuses on bringing quality to their readers. Book Passage offers classes to help people who want to learn about certain books or subjects (Book Passage History). The company also offers: food and wine events, author events, conferences, and even writing salons.

Just to show that they are not behind the times, their website offers memberships and gift cards. For people looking to go out of their way Bookpassage.com offers customers a chance to plan their trip by bus under their contact page. The website, as well as, the stores offer a wide variety of literature and has discussion groups offering advice about books. The company markets and networks by utilizing Facebook, Twitter, YouTube, Flickr, Yelp, Myspace, and many more.

International Marketing Concepts: Bookpassage.com and Amazon.com are two online retailers that serve a similar purpose to consumers. Where they differ are the different types of marketing concepts they implement in their business practices. The following are different types of international marketing concepts that the two companies possess.
- Country of Origin Effects

 Bookpassage.com: The business is a local institution of the Bay Area in California. The business heavily supports independent, local authors, and writers for their inventory. Besides independent writers, the company also carries written products from former presidents, network anchors, journalists, and Nobel-Prize winners. The company enriches its local community with classes that teach writing, art, and languages to adults as well as kids. Annually, the company is known for its work with nonprofit and local community organizations such as the Marin Literacy Project, and Center for Urban Education About Sustainable Agriculture (C.U.E.S.A). The company currently averages more than 700 events per year. In addition, the company employees come from a diverse background. Bookpassage.com gives its consumer the value of purchasing locally, and the image of patriotism.

 Amazon.com: Amazon is a global success. The company is headquartered in Seattle, WA, but also operates in Asia, Canada, and Europe as well. Amazon as a business is much more technologically-oriented. The main purpose of the company is to provide their consumer a variety of products at low prices globally. For this reason, Amazon.com has a huge Internet presence. For this reason, the company has standardize its practice.

- Self-Reference Criterion

 Bookpassage.com: This is an American company that supports its local community. For this reason, their mission and efforts, is to grow their business and establish their business as a local institution at the same time. The company exhibits American ideology and value in its service and products.

 Amazon.com: The American company has spread its free market ideology worldwide since its creation. Since then, the company has branched out into different continents. Although the company has standardized its business practice around the world, the company still makes alterations to its product and practices to target different markets.

- Logistics/Inventory

 Bookpassage.com: The company operates on a smaller scale due to its target market of local communities. For this reason, the company has a smaller inventory compared to Amazon.com.
 Amazon.com: Amazon has a large distribution establishment to serve the demand of its consumers. Besides the United States, the online retailer has distribution centers in Canada, China, France, Germany, Japan, and the United Kingdom. In addition, the company has established a “Marketplace” entity. This development offers third party sellers to sell their product through the online retailers.

Methodology: The following data is a summary of the online survey conducted regarding Bookpassage.com and Amazon.com. Once the list of questionnaires was obtained via the Georgia State University instructional intranet, Unlearn, it was uploaded as a Google Doc survey. The survey was then distributed to friends, family members, co-workers, and classmates via e-mail, word of mouth, and social media outlets. When completed, the data was transferred onto an Excel spread sheet, where calculations were conducted. When all the calculations were finalized, a recommendation was developed for the two websites in regards to their international marketing efforts.
Limitations:
When conducting the study, there were several limitations that affected this study. These elements are as follows:
- The length of the surveys.
- No incentive offered for completing the surveys.
- Lack of exposure to one of the subject websites (customer bias)

Data Analysis: In reviewing the data pool, the following statistics compares the two businesses. The analysis consists of calculating the averages of each question, and compares the two websites.

Demographics:

 Sex:
 Male: 50%
 Female: 50%
 Race:
 White: 32%
 Asian: 31%
 African American: 19%
 Latino: 6%
 Native American: 6%
 Multiracial: 6%
 Age Groups:
 19-23: 565
 24-30: 25%
 Under 18: 13%
 31-55: 6%
 Income:
 Under 10K: 57%
 Over 30K: 29 %
 Between 20,001-30,000: 14%

When asked to locate the book, 24% of the respondents who completed the Bookpassage.com survey were able to find the book. Compared to Amazon.com respondents, there was a 100% success in locating the book. This information is invalid due to the fact that Bookpassage.com does not carry the designated book in its inventory.

When asked whether the websites have UCG, 29% of Bookpassage.com responded in agreement that the website has a UCG. At Amazon.com, 100% of the respondents felt that the website implemented UCG in its website. When asked to rate each of the website UCG elements, Bookpassage.com constantly averaged between 3.5-4.0 on the scale. Conversely, Amazon.com averaged between 5.78-6.6 on the scale. Overall, Amazon.com UCG was better received in comparison to Bookpassage.com

When questioned about the website characteristics of both websites, respondents once again, rated Amazon.com on a higher scale then Bookpassage.com. Questions regarding website layout, language, content, image, and color saw an average rating of 6.3 for Amazon.com, and 3.9 for Bookpassage.com. Regarding website supports, shopping experience, assistance, and product information, respondents rated Amazon.com an average of 6.5 and Bookpassage.com a 4.5. Questions regarding payments, privacy, and personal information say an average rating of 6.2 for Amazon.com and 4.2 for Bookpassage.com.

The final part to the survey asked respondents about the UCG of the website. Amazon.com continued to receive higher marks with an average score of 6.1. In comparison to Bookpassage.com, the website received an average rating of 3.3. Overall, when questioning the respondents’ attitude toward each of the websites, Amazon.com received an average rating of 5.6. to an average rating of 3.3 for Bookpassage.com.

In summary, Amazon.com surpassed Bookpassage.com in all aspects of the questionnaire. Based on some of the statistics, there could be an argument regarding biased opinions and pre-knowledge toward Amazon.com that could have affected the results.

Recommendations:

Through all attained data, it is evident that Bookpassage.com and Amazon.com each have their own individual characteristics that affect the customers’ choices, purchasing preferences and standard of acceptability in quality. Nonetheless, the surveys revealed a great level of consistency in terms of the participant (i.e. survey takers) responses.

Categorically, bookpassage.com is considered a local entity while amazon.com is deemed as an international based company. In general, bookpassage.com caters to a more localized base of customers particularly in the San Diego area and throughout the United States. Although, they do provide mail order services, their system does not seem as advanced and protected as amazon.com. The Amazon.com worldwide presence is exceptional; the services a re offered in English, Japanese, German, French, and Chinese. Furthermore, Amazon.com offers many features that allow customers to provide a forum for product experience and satisfaction. While bookpassage.com offers a similar forum, unfortunately it is not as extensive as amazon.com, due to its larger customer base. Comparatively speaking, analyzing Amazon.com and bookpassage.com is almost like comparing Wal-Mart to Publix, while they are both store chains; one is significantly larger than the other and has a variety of products to offer.

Nevertheless, through the data collection a few things were established that reflected many of the participants’ opinions. A majority of the participants were not particularly enthused by bookpassage.com’s “User Content Generated” (UCG). Many felt that there was room for improvement in this area for bookpassage.com. Bookpassage.com was given a rating of 3.3 on a scale of 7 which translates to an approval rate of less than 50%. Another general consensus among the participants was that in elements of entertainment, Amazon.com did very well with visuals, comedic value and interactive features. Many of the participants were pleased with Amazon’s presentation of the website. On the other hand, participants felt that bookpassage.com could use substantial development in this area. In addition, many also felt that Amazon.com checkout process provided clarity and security. Participants felt assured entering their financial and personal information on Amazon.com. On the other hand, there was a sense of insecurity that was experienced with bookpassge.com. Many questioned the company’s security system and how easy it would be for it to get compromised.

Overall, Amazon.com took the lead in preferences versus bookpassage.com. With that said, the data findings are not surprising at all. One company has more to offer because it can afford to do so. For one, Amazon.com is a multi-billion dollar company with over twenty-five thousand employees worldwide. On the contrary, bookpassage.com is a medium size business that is equipped with staff and sometimes runs on volunteer services. Many of the participants focused on buyer security and the aesthetic appeal that the websites had to offer. For the most part, the companies should just stick with their way of business. Bookpassage.com caters to a bracket of customers’ that appreciates small business and enjoys the array of independent writers that are often available on the website. The two companies accommodate two vastly different customer segments. Although bookpassage.com could use some improvement in areas like website presentation, UCG and website security, for the most part it should just remain the company that it is, medium sized, community based, and a vehicle for voices in the literary world.

Complete Data Analysis:

1. WEBSITE JUST VISITED

(a). What is the exact time and date of this website visit? Month____ Day____ Time___ Hour____ Minute __ a.m. ( ) p.m. ( )

Data to the surveys was conducted between June 6, 2010 and June 27, 2010. Due to lack of data, a data analysis to seek time trend would not be possible.

(b) Did you locate this book? Yes ( ) No ( ) 24 percent of the respondents who visited Bookpassage.com were able to find the book. 100 percent of the respondents who conducted the Amazon.com survey were able to successfully find the book assigned to the survey. (c) How many times do you visit this website in a typical month? ________________

On average, respondents to the survey, visited bookpassage.com 6 times per month. This analysis is actually invalid because there was an outlier in the data pool. One of the respondent suggested that he visited the website 98 times per month. This one sample increased the range of the data pool when in actuality; most of the respondents have never visited bookpassage.com before. On the other hand, respondents who conducted the Amazon.com survey visited the website an average of 4.5 times per month.

2. YOUR OPINIONS OF THIS Website’s User Generation Content (UGC)

(a) Does this website have a UGC? ( ) Yes ( ) No. If Yes please examine the information on this website’s UGC before you search for the item on this web site. If “no” please skip to Question 3

29 % of the respondents who visited bookpassage.com felt that the site had UGC. In comparison, Amazon.com survey takers, 100 percent of the responds felt that the website had a UCG.

(b) What ideas/thoughts came to mind as you examine the nature of information in this website’s UGC?

Many of bookpassage.com respondents, who stated that they saw UGC incorporated in the site, felt that it was very insightful. Most of the Amazon.com survey taker felt that the website was very useful and helpful at the same time. The UCG on Amazon.com received greater praise from our survey takers over all.

(b) If your to shopping to buy the book designated above, what specific UGC information would you consider in your purchasing decision

Many respondents to bookpassage.com felt that reviews and rating was an important UGC aspect for the website. Respondents who replied to the Amazon.com surveys felt that reviews were the number one factors that they would consider in purchasing a product.

(d). Have you ever examined the UGC on this website before? Yes ( ) No ( )

Six percent (One respondents) of the respondents, who conducted the bookpassage.com survey, have ever examined UGC on the site before. When examining Amazon.com UCG, 50 percent of the responded have previously examined the website UCG.

(e). If yes, approximately when was the first time use? Year_____ Month______

The one respondent who had assessed bookpassage.com UGC in the past, recalled their first experience with website to January 2000. According to Amazon.com survey respondents, many of them failed to recall their first visit. For the one who responded to this question, the earliest visit was conducted back in January of 2001.

(f) To what extent does each of the following statements describe the information provided on the UGC you have just examined? Please use a 7 point scale to indicate the strength of your agreement, with 7 being the strongest and 1 being the weakest agreement.

The information on this website’s UGC is: Negative Positive 1 2 3 4 5 6 7

Respondents to Amazon.com survey gave the website a 5.78 rating. In comparison to Bookpassage.com, the respondents for the survey gave the website an average rating of 3.47.

Unfavorable Favorable 1 2 3 4 5 6 7

Respondents to Amazon.com survey gave the website a 6.57 rating. In comparison to Bookpassage.com, the respondents for the survey gave the website an average rating of 3.41.

Bad/scathing Good/encouraging
1 2 3 4 5 6 7

Bookpassage.com respondents, on average, was slightly less then neutral regarding the website UGC with an average rating of 3.3. In comparison to Amazon.com survey respondents, raters rated the site a 6.21 according to the scale.

3. INFORMATION SEARCH ON THIS WEBSITE
• Each question will have two statistics: one for each of the website that is being studies. The statistics are the average responds for each of the question.

Website characteristics
__ This site is easy to use. Bookpassage.com: 4.47 Amazon.com: N/A
— Overall layout of the site is clear. Bookpassage.com: 4.58 Amazon.com: 6.36
__ The site layout is consistent across all pages. Bookpassage.com: 4.65 Amazon.com: 6.43
__ The process for browsing is clear. Bookpassage.com: 4.41 Amazon.com: 6.28
__ The site has legible images, color, and texts. Bookpassage.com: 4.88 Amazon.com: 6.4
__ The site uses simple language. Bookpassage.com: N/A Amazon.com: 6.57
—- The site uses a layout that is familiar. Bookpassage.com: 4.47 Amazon.com: 6.43
__ There is a readily available site map which allows you to figure out where to go and what you can do at the site. Bookpassage.com: 4.52 Amazon.com: 6.36
— The site feels warm and comforting. Bookpassage.com: 4.23 Amazon.com: 5.93
— The site is engaging and captures attention. Bookpassage.com: 4.29 Amazon.com: 5.78
— The site is entertaining. Bookpassage.com: 3.76 Amazon.com: 5.71
__ Information on the site can be obtained quickly. Bookpassage.com: 4.52 Amazon.com: 6.14
__ I am familiar with the company whose site this is. Bookpassage.com: 2.17 Amazon.com: 6.07
__ The site represents a quality company or organization. Bookpassage.com: 4.29 Amazon.com: 6.21
__ The site carriers products and services with reputable brand names. Bookpassage.com: 4 Amazon.com: 6.42
__ I am generally familiar with other brands (products and services) being advertised on the site. Bookpassage.com: 3.36 Amazon.com: 6.36
__ The quality of the brands being advertised on this site inconsistent with the quality of the site’s sponsoring company. Bookpassage.com: 3.36 Amazon.com: 6.14

__ The site is consistent with my image of the company whose site this is. Bookpassage.com: 4.12 Amazon.com: 6.14
__ The site enhanced how I feel about the company whose site this is. Bookpassage.com: 3.41 Amazon.com: 6.14
__ The general privacy policy is easy to find on the site. Bookpassage.com: 3.7 Amazon.com: 6.21
__ The text to the privacy policy is easy to understand. Bookpassge.com: 3.47 Amazon.com: N/A
__ The site clearly explains how user information is used. Bookpassage.com: 3.47 Amazon.com: N/A
__ Information regarding security of payments is clearly presented. Bookpassage.com: 3.47 Amazon.com: N/A
__ Informational text regarding the site’s use of cookies is clearly presented. Bookpassage.com: 2.94 Amazon.com: N/A

__ I believe the company sponsoring this site will not use cookies to invade my privacy in any way. Bookpassage.com: 4 Amazon.com: N/A
__ The site explains clearly how my information will be shared with other companies. Bookpassage.com: 3.05 Amazon.com: N/A
__ I would be comfortable giving personal information on this site. Bookpassage.com: 2.9 Amazon.com: 6
__ I would be comfortable shopping at this site. Bookpassage.com: 3.47 Amazon.com: 6.67
__ There were signs or symbols on the site placed there by third-party companies indicating that the site had been reviewed or audited for sound business practices. Bookpassage.com: 3.29 Amazon.com: 5.5
__ There were trust seals present. Bookpassage.com: 3 Amazon.com: 5.7
__ There were seals of companies stating that my information on this site is secure. Bookpassage.com: 2.94 Amazon.com: 5.5
__ Information is present indicating that this site has received a best site award. Bookpassage.com: 2.7 Amazon.com: 4.5
__ Endorsement by celebrities is present. Bookpassage.com: 3.76 Amazon.com: 5.71
__ Testimonial/endorsement by past users is present. Bookpassage.com: 3.17 Amazon.com: 6.57
__ The site content is easy for me to understand. Bookpassage.com: 4.58 Amazon.com: 6.6
__ The content appears to be up-to-date. Bookpassage.com: 4.64 Amazon.com: 6.5
__ The site provides accurate and relevant information. Bookpassage.com: 4.7 Amazon.com: 5.78
__ The site provides me with sufficient information to make a purchase decision on all products being offered. Bookpassage.com: 3.82 Amazon.com: 6.5

__ The illustrations for the products and services at the site are helpful in making a purchase decision. Bookpassage.com: 4.47 Amazon.com: 5.78
__ The site has useful shopping support tools (such as a calculator or planner). Bookpassage.com: 4.17 Amazon.com: 6.5
__ The site provides an explanation of services and products being offered. Bookpassage.com: 4.41 Amazon.com: 5.5
__ The site set up can be personalized to my needs. Bookpassage.com: 3.76 Amazon.com: 5.5
__ The site can recommend products based on previous purchase. Bookpassage.com: 3.08 Amazon.com: 6.28
__ The site allows me to create products or services to exactly fit my needs. Bookpassage.com: 3.58 Amazon.com: 6.21
__ Products can easily be compared. Bookpassage.com: 3.64 Amazon.com: 6.14

__ Comparisons of all competing brands are presented. Bookpassage.com: 3.67 Amazon.com: 5.85
__ Good shopping tips are provided. Bookpassage.com: 3.05 Amazon.com: 5.85
__ The download time was acceptable. Bookpassage.com: 4 Amazon.com: 6.14
__ All text and menus displayed properly. Bookpassage.com: 4.64 Amazon.com: 6.57
__ The site and its contents could be assessed without requiring too much personal information. Bookpassage.com: 4.29 Amazon.com: 6.28
__ All features of the site could be used without the requirement to download programs (such as downloading a “flash” program to watch a video or to hear music). Bookpassage.com: 4.12 Amazon.com: 6.23

__ It is easy to interact with other users of the site who may have bought things at the site before or who use the site frequently. Bookpassage.com: 2.82 Amazon.com: 6.14
__ I enjoyed the overall experience of the site. Bookpassage.com: 4.05 Amazon.com: 6.42
__ I found games/puzzles/freebies or gifts on the site. Bookpassage.com: 2.70 Amazon.com: 5.28
__ I found photos of people/family/kids on the site. Bookpassage.com: 3.88 Amazon.com: 5.07
__ I found bios of executives on the site. Bookpassage.com: 3.58 Amazon.com: 3.71
__ The site allows user direct input or posting to site (e.g., bulletin board, e-mail, personals). Bookpassage.com: 3.58 Amazon.com: 5.714
__ Evidence of the site participating in philanthropy/ charity is present. Bookpassage.com: 3.76 Amazon.com: 4.5
__ There are useful links to other sites that aid the primary purpose of coming to this site. Bookpassage.com: 3.47 Amazon.com: 4.5
— The site is visually appealing. Bookpassage.com: 4.588 Amazon.com: 5.57
— The visual appearance and manner of the site is professional (not amateur looking). Bookpassage.com: 4.65 Amazon.com: 5.557
— The site displays a high level of artistic sophistication/creativity. Bookpassage.com: 4.24 Amazon.com: 6.5
— This site features are state-of-the-art, better than most sites in this industry. Bookpassage.com: 3.71 Amazon.com: 5.93

— The site visually conveys a sense of honesty. Bookpassage.com: 4.47 Amazon.com: 6.14
__ To recommend products, easy to answer questions are asked about my preferences. Bookpassage.com: 3.52 Amazon.com: 6.42
__ Useful shopping recommendations are made based on my personal information and preferences. Bookpassage.com: 3.06 Amazon.com: 5.42
__ The site is helpful to me in reaching and my buying decisions. Bookpassage.com: 3.29 Amazon.com: 6.00
__ The site presents both benefits and drawbacks of products and services. Bookpassage.com: 3.35 Amazon.com: 6.35
__ A toll free number is easily found for live help. Bookpassage.com: N/A Amazon.com: 6.07
__ Informative magazine articles or editorial content are present. Bookpassage.com: 3.64 Amazon.com: 5.43
__ The site asks questions to determine needs and preferences. Bookpassage.com: 2.94 Amazon.com: 5.5
__ There is a search tool to help find information on the site. Bookpassage.com: 4.94 Amazon.com: 6.4

__ It is possible to interact on the screen with a shopping advisor. Bookpassage.com: 3.00 Amazon: 5.14
__ It is possible to contact a shopping assistant through e-mail. Bookpassage.com: 3.29 Amazon.com: 5.57
__ It is possible to communicate via fax to an expert advisor. Bookpassage.com: 3.17 Amazon.com: 5.20
__ The site appears to offer secure payment methods. Bookpassage.com: 4.11 Amazn.com: 6.14
__ The site accepts a variety of payment methods. Bookpassage.com: 4.00 Amazon.com: 6.50
__ Easy ordering and payment mechanisms exist. Bookpassage.com: 4.23 Amazon.com: 6.14
__ Service and product guarantees are clearly explained. Bookpassage.com: 4.23 Amazon.com: 6.50

__ Shipping and handling costs are listed up front. Bookpassage.com: 3.88 Amazon.com: 6.21
__ The site tells me immediately if something is out of stock, so time is not wasted going through the checkout process and finding this out later. Bookpassage.com: 4.23 Amazon.com: 6.28
__ Delivery options are available. Bookpassage.com: 4.11 Amazon.com: 6.28
__ Return policies or other measures of accountability are present. Bookpassage.com: 3.82 Amazon.com: 6.42
__ Once an order is placed, it can be tracked to see where it is in the shipping process. Bookpassage.com: 3.76 Amazon.com: 6
__ Order confirmation is given via e-mail. Bookpassage.com: 3.82 Amazon.com: 6.5
__ The items I looked at were in stock. Bookpassage.com: 2.65 Amazon.com: 6.36

__ The Internet links were in working order. Bookpassage.com: 4.7 Amazon.com: 6.57
__ There were no errors or crashing. Bookpassage.com: 4.64 Amazon.com: 6.5
__ There were no busy server messages. Bookpassage.com: 4.47 Amazon.com: 6.5
__ There were no pages “under construction”. Bookpassage.com: 4.71 Amazon.com: 6.28
__ A chat room is available where consumers can discuss their experience with the site and/or its products. Bookpassage.com: 2.82 Amazon.com: 5.43
YOUR WEBSITE USAGE CHARACTERISTICS:
__ I use the Internet for entertainment. Bookpassage.com: 6.12 Amazon.com: 5.64
__ I have used the Internet to take part in chat rooms. Bookpassage.com: 3.411 Amazon.com: 3.5

__ Before this survey, I was familiar with the site I have just evaluated. Bookpassage.com: 2.65 Amazon.com: 6.07
__ I have made a purchase on this site in the past. Bookpassage.com: 1.6 Amazon.com: 5.85
__ I have purchased products or services at other sites by completing the transaction online. Bookpassage.com: 4.64 Amazon.com: 6.07
__ I use the Internet primarily for business/work related activities. Bookpassage.com: 5.41 Amazon.com: 5.57
__ I use the Internet primarily for household related activities. Bookpassage.com: 5.35 Amazon.com: 5.07
__ I consider myself to be quite knowledgeable about Internet sites in general. Bookpassage.com: 5.47 Amazon.com: 6
__ I am confident in my ability to assess trustworthiness of websites. Bookpassage.com: 5.35 Amazon.com: 5.9
__ I am confident in my ability to assess the quality of a site. Bookpassage.com: 5.53 Amazon.com: 6.07
__ The number of hour I spend per week on the Internet are _______. Bookpassage.com: 27.8 Amazon.com: 30.08
__ Before today, approximately how many times had you visited this site?_________ Bookpassage.com: 1.52 Amazon.com: 41.23
__ This site appears to be more trustworthy than other sites I have visited. Bookpassage.com: 3.76 Amazon.com: 6.5
__ The site represents a company or organization that will deliver on promises made. Bookpassage.com: N/A Amazon.com: 6.07
__ My overall trust in this site is very high. Bookpassage.com: N/A Amazon.com: 6.5
__ My overall believability of the information on this site is very high Bookpassage.com: 4.1 Amazon.com: 6.57

__ My overall confidence in the recommendations on this site is very high. Bookpassage.com: 4 Amazon.com: 6.57

4. YOUR OPINIONS OF THE UGC ON THIS WEBSITE The information on this website’s UGC is (a)
Extremely irrelevant Extremely relevant
1 2 3 4 5 6 7

Amazon.com respondents gave the website a 6.21 for relevancy. In comparison to Bookpassage.com, respondents gave the website with a 3.29 rating. (b)
Not at useful Extremely useful
1 2 3 4 5 6 7

Amazon.com respondents gave the website a rating of 6.07 for helpfulness. In comparison to Bookpassage.com, raters rated the site a 3.52 for helpfulness.

(c)
Not at all Indicative Extremely indicative
1 2 3 4 5 6 7

Amazon.com respondents gave the website a rating of 6.07 for indicatively. In comparison to Bookpassage.com, rater rated the site a 3.41 for their observation.

(e)
Not at all credible Very credible
1 2 3 4 5 6 7

Amazon.com respondents gave the website a rating of 6.78 for their credibility. In comparison to Bookpassage.com, rater rated the site a 3.58 for its credibility. 5. YOUR OVERALL ATTITUDES TOWARD THIS WEBSITE

(a) I would purchase an item on this website Very likely Very unlikely
1 2 3 4 5 6 7

Bookpassage.com data was uncollectable for this particular question. Amazon.com respondents gave a score of 6.64 in their likelihood of purchasing from the website.

(b) I would recommend this website to a friend because of the information on this UGC?

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com survey takers responded to this question by giving the website a 6.57 rating for the likelihood of recommending the website to their friends. Bookpassage.com rater rated a 3 for this particular question.

(c ) I am comfortable providing financial and personal information on this site

Strongly disagree Strongly Agree
1 2 3 4 5 6 7 Amazon.com respondents rated the website a 5.78 for this particular question. Bookpassage.com: 3.11

(d) I would book mark this site.

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com respondents rated the website a 5.78 for this question. Bookpassage.com: 2.84

(e) I would register at this site because of its UGC.

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com respondents rated the website 6.07 for this question. Bookpassage.com: 2.64

(f) I Would rather buy a substitute brand on this site if the item I was looking for was out of stock Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com rater rated this question a 5.35. Bookpassage.com rater rated the website a 3.17

(g) What is the probability that you will leave this site for another website if an item you were looking for was unavailable?

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com: 4.64
Bookpassage.com: 5.15

(h) I would rather wait and come back to this same site if an item I was looking for was not available

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com: 5.14 Bookpassage.com: 3.17

(i) How likely are you to recommend this online retailer’s UGC to your peers?

Very likely Very unlikely
1 2 3 4 5 6 7

Amazon.com: 5.5 Bookpassage.com: 2.94

6. PLEASE INDICATE:

(a) Your age group: ( ) Under 18 ( ) Between 19-23 ( ) Between 24-30 ( ) Between 31-55 ( ) over 55

(b) Your racial classification/ ethnic origin: _________________

(c) Gender: ( ) Male ( ) Female

(d) Years of full time work experience ______

The average full time work experience for respondents for both of the surveys were 5.88 years.

(e) (e) Number of children at home ______

Out of the 16 respondents, only three-survey taker had children. All together, they encompass 18.76 percent of the data pool.

(f) Your annual income category: ( ) under$10,000 ( ) between $10,000 and ( ) $30,000 ( ) over $30,000

Finally, please provide a comment or two about the use of UGC by consumers

THIS IS THE END OF THE SURVEY. THANK YOU FOR YOUR CONTRIBUTION TO THIS EFFORT

Works Cited

Cavusgil, S. Tamer, et.al. International Business: Strategy, Management, and the New Realities. New Jersey: Pearson Prentice Hall, 2008.
"Amazon.com." Wikipedia.Web. 21 July 2010.. .