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– This is a pilot study that aims to investigate the factors influencing the intention to use internet marketing among Malaysians and South Koreans, the two fast developing Asian countries with good internet infrastructure. Many businesses in these countries have leveraged on the rapid growth of World Wide Web by investing in internet marketing due to the anticipation that its acceptance and usage rates are on the increasing trend. However, the extent of intent to use internet marketing remains a question of interest.

– This research adopts unified theory of acceptance and use of technology as the underpinning theory to assess the intention to use internet marketing. Data were collected using convenience sampling method from 150 Malaysians and 150 South Koreans through the use of self-reporting questionnaires. The …