This study investigates the online purchase behaviour of a key segment of the population, the university-aged students, from the two countries having the highest potential in e-commerce in the world: Finland and the United States.

The objective of the study is to find out whether the students from the two countries studied approach the buyer´s decision process in their use of Internet and if so, whether they approach it in different ways.

The results provide useful information for companies having planning to have a role in consumer e-marketing as well as for academia with an interest in e-commerce.