Attitude toward internet web sites, online information search, and channel choices for purchasing
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 25 September 2007
Abstract
Purpose
This study aims to examine the influence of attitudes toward particular clothing web sites, specifically favorite ones, on information search at those web sites and on the choice to purchase items from those web sites and from non‐internet channels after finding the items at the web sites.
Design/methodology/approach
Using survey data from 414 US college students who had online shopping experience and favorite clothing web sites that they especially like to visit, hypothesized relationships among attitude toward internet web sites, online information search and channel choices for purchasing were tested using path analysis.
Findings
Results showed that participants' attitudes toward their favorite clothing web sites had a direct, positive effect on their intentions to search for information at those web sites as well as intentions to purchase clothing items from those web sites after finding the items there. Additionally, operating through information‐search intentions at the web sites, participants' attitudes toward those web sites had an indirect, positive effect on their intentions to purchase clothing items from non‐internet channels after finding the items at the web sites.
Research limitations/implications
Results cannot be generalized to the larger population of young consumers and to other consumer groups. Future research should include other population groups.
Practical implications
This research provides insights into how college students' attitudes toward internet web sites affect their information search at the web sites and their channel choices for purchasing. Our results suggest potential benefits of multi‐channel retailing for online clothing retailers targeting US college students and the importance of building effective web sites to elicit those consumers' positive attitudes toward the web sites.
Originality/value
This study is the first to investigate young adult online shoppers' attitude towards internet web sites and their information search and channel choices for purchasing.
Keywords
Citation
Seock, Y. and Norton, M. (2007), "Attitude toward internet web sites, online information search, and channel choices for purchasing", Journal of Fashion Marketing and Management, Vol. 11 No. 4, pp. 571-586. https://doi.org/10.1108/13612020710824616
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited