Global e‐tailing: US consumers' intention to shop for cultural products on the internet

Abstract

Purpose

Aims to investigate consumers' shopping values and web site beliefs that influence their intention to shop for cultural products.

Design/methodology/approach

Uses the Theory of Reasoned Action (TRA) as a framework to explain the structural interrelationships among internet shopping value, beliefs about the web site, shopping attitude, and shopping intention. A total of 203 persons responded to an invitation to participate in a web survey for the purpose of data analysis.

Findings

Consumers' beliefs about the web site, especially with regard to merchandising, both directly and indirectly influenced their intention to shop for cultural products in the future. The proposed model supported the effectiveness of the extended TRA in the context of cultural product shopping on the internet. Overall, the findings confirmed elements of the TRA such as belief structures as determinants of attitudes and attitudes as determinants of behavioral intention.

Practical implications

Consumers who shop for cultural products on the internet have both hedonic and utilitarian shopping values and both these values must be addressed by internet retailers. Regular changes in products and presentation are vital for maintaining repeat patronage. Future research should explore how shopping values are related to web site attributes in different contexts of shopping.

Originality/value

Offers valuable recommendations to internet retailers, if they are to retain customers in a very specialized arena.

Citation

Lee, S. and Littrell, M.A. (2005), "Global e‐tailing: US consumers' intention to shop for cultural products on the internet", International Journal of Retail & Distribution Management, Vol. 33 No. 2, pp. 133-147. https://doi.org/10.1108/09590550510581467