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Today, chat is an essential component of many commercial Web sites and even public ones.For example, for the sake of public welfare, the US government runs its own chat rooms (USA Today 1999). For instance, the US-based floral firm, has been successfully using web chat functions in order to provide customer service.

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ABSTRACT - The World Wide Web has the potential to change much about human behavior and human interactions. Web-based chatting behavior is one example, and it is the focus of our study. The Internet provides both firms and consumers ith new methods for communication.

Web-based chatting behavior is one example, and it is the focus of our study. Using content analysis of a multi-cultural data set of 1,348 chatters, we explore several critical factors associated with online chat behavior. In this study, we provide an illustrative description of chatters, and we explore cultural differences between the U. For instance, the Internet provides consumers with access to rich new information sources and with the potential to make better-informed decisions.

Indeed, the Internet is moving from a static computer world to a space for human interactions.

To date, academic researchers have examined: online consumer behavior (Geissler and Zinkhan 1998), Internet advertising strategy (Leong, Huang, and Stanners 1998), elctronic matketing strategy (Quelch and Klein 1996), and the economics of the Internet (Bakos 1997).

Unlike the general solution to customer service on the Web (e.g., e-mail correspondence), the firm allows consumers to talk live with one of its customer representatives for any problems and questions.