Young Estonians and Danes as online shoppers: A comparative study

In this study, interpretations of young Danes’ and Estonians’ online shopping are compared based on interviews with 23 Danes and 24 Estonians aged 12–18 years. The findings show that young Danes are more familiar with online shopping and buying, and view it more positively than do young Estonians. T...

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Bibliographic Details
Published in:Young (Stockholm, Sweden) Sweden), 2008-08, Vol.16 (3), p.303-324
Main Authors: Raamat, Reelika, Keller, Margit, Martensen, Anne, Tufte, Birgitte
Format: Article
Language:English
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Summary:In this study, interpretations of young Danes’ and Estonians’ online shopping are compared based on interviews with 23 Danes and 24 Estonians aged 12–18 years. The findings show that young Danes are more familiar with online shopping and buying, and view it more positively than do young Estonians. This is well reflected by the fact that Estonians focus mainly on the risks of online shopping, expressing various forms of distrust, while young Danes tend to emphasize benefits. Yet, both countries’ respondents show more confidence in regular shops with face-to-face contact than in online stores which are considered to be abstract and disembedded. Differences in representations of online shopping are related to a complex set of system and agential resources: different cultural contexts, institutional and economic factors, and social networks.
ISSN:1103-3088
1741-3222
DOI:10.1177/110330880801600304