When Japanese tourists travel to the United States, many flock to shopping malls to stock up on American goods that are in short supply in Japan, especially computer and entertainment products. Thus it should come as no surprise that a growing number of U.S. exporters are vying for Japanese consumer business through retail shops on the World Wide Web. But according to a new study, if Web entrepreneurs hope to be successful, they had better pay close attention to the special requirements of Japan's Web users.

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