ABSTRACTThe Internet has the ability to deliver real one-to-one communication. As online resources become increasingly available to consumers, it will increase in popularity and scope. The Internet has the potential of becoming a powerful tool in establishing true market globalization. To measure the attitudes of consumers toward online services, and more particularly online advertising, an Internet sampling procedure was used to randomly select higher education institutions in the United States, Singapore, and Hong Kong listed in the World Wide Web university directory. Results indicate that in the next century there will be immense traffic involving electronic transactions via online services which will lead to true globalization. The Internet represents an efficient, effective way to launch consumers and suppliers into the new era of Cyber-commerce.