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The purpose of this paper is to examine whether cultural differences could explain differences between Korean and American apparel web sites.

The contents of American and Korean apparel web sites are compared. The chi‐square test of independence is used to determine significant differences between the contents of the two countries apparel web sites.

The paper finds that American web sites provide specific information related to products and online purchase of products, while Korean web sites provide information related to consumers' relationships to the larger community. This difference could be due to cultural differences: the Korean culture tends to reflect collectivism while the American culture tends to reflect individualism.

The fundamental limitation of this research is that it is descriptive.

This research suggests that transcultural web sites may not be appropriate and that e‐tailers need to be sensitive to cultural differences.

The primary contribution of this paper is the identification of clear differences between Korean and American apparel web sites and that Hofstede's collectivism/individualism cultural value is a possible explanation of the difference between the two countries.

Consumer perceptions of retail store attributes for a set of particular stores were examined to determine their effect on store preference. Respondents rated 13 stores. Four variables were found to affect store preference using forward stepwise logistic regression: type of clothing desired in stock, outside store appearance, shopping hours, and advertising. Significance of the effect of store attributes on store preference varied by store type. In addition, associations between customer perception of store attributes, education and age were observed. Implications for researchers and practitioners are discussed.

Previous research has focused on identifying factors that influence buyers who uses price as a cue to quality. However, little work has been done to explain the theory of association and the psychological processes behind the buyer’s price‐quality association. This study examines the process from a psychological perspective and examines some antecedent variables in the formation of a price‐quality inferential belief. Data is collected for two product categories among a sample of young respondents. Results show that (1) the link between perceptual and inferential belief about the price‐quality association is stronger when the perceptual belief is based on direct purchase experience rather than on advertising; (2) buyers that lack direct purchase experience of a product category tends to rely on advertising to form their inferential belief. Implications are discussed, limitations are noted and directions for future research are indicated.