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Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA’s evaluation by this large and growing ethnic market. Also seeks to understand the differences, if any, between assimilated and less assimilated Hispanics. Implications for advertisers are discussed.

The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase and the intention to provide personal information online.

The study uses an online 2×2×2 between‐subjects factorial experiment design with two vendor trust beliefs levels (high/low), two brand trust beliefs levels (high/low), and two product trust beliefs levels (high/low). Multivariate analysis of covariance, linear regression, and the SOBEL test were used to analyze the hypotheses.

The results suggest that brand trust beliefs affect online intentions, and may be needed to increase online sales. The influence of vendor trust beliefs on online intentions varies with brand trust, beliefs for products and for services is augmented by brand trust beliefs.

The limitations are those typically applied to experimental methodology. Intentions were used as surrogate for behavior, and a fictitious e‐tailer selling two products with fictitious brands was used.

E‐tailers are encouraged to carry reputable brands and prominently display information about these brands on their web sites. This will improve consumers' trust beliefs, increasing conversion rates, and reducing shopping cart abandonments.

The influence of trust beliefs on online behavior, notwithstanding its importance, remains under‐researched. The paper addresses this gap in the literature. Specifically, it addresses the effects of the simultaneous influence of vendor, brand, and product trust beliefs on shoppers' online intentions. And it decomposes online intentions into its components, i.e. intentions to provide personal information and intentions to purchase, to understand these simultaneous effects not addressed before. The results contribute to the growing literature on trust and consumer online behavior.

Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.

Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. They lead to a more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases, suggesting marketers should consider consumer Web usage in their targeting efforts.

To investigate if consumer online patronage is influenced by product category and online store type.

Building on the prior work in this area by the authors and other researchers the study collected data in two phases to investigate the study hypotheses.

The study results suggest that consumers' online patronage is differed based on product type. Interaction effects of the online stores and product type were significant too. Additionally, the rank order of importance of the Internet attribute varied among the three types of online retailers.

The study results should be replicated in other markets. Future studies may also include a variety of different types of online outlets to improve the conclusiveness of the findings reported in this study.

The results should be of interest to the online retailers in choosing the types of merchandise and services to emphasis in the retailers marketing program.

The paper should be of interest to academicians as well as practitioners as it contributes to the small but growing literature in the area of online retailing. It adds to the literature on the product classification paradigm as well as offers practical guidelines for managers.

The purpose of this paper is to analyze the effect of consumers’ shopping orientations and income on online auction patronage intentions.

The study collected data using a national sample of 3,000 online auction consumers over the age of 18, who had purchased from internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modelling for data analysis.

The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions towards the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site.

The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study.

Previous research suggests males and females exhibit different beliefs about and attitudes toward traditional media advertising along with different advertising stimulated consumer behaviors. However, little is known about gender differences in consumer beliefs about Web advertising versus other media, attitude toward Web advertising, or Web advertising associated consumer behavior. Survey results indicate males and females differ significantly on several dimensions with males exhibiting more positive beliefs about Web advertising and more positive attitudes toward Web advertising than females. Additionally, males are more likely than females to purchase from the Web and surf the Web for functional and entertainment reasons, whereas females are more likely to surf the Web for shopping reasons.

The liaison between America Online and Hispanic Publishing Corporation to launch an interactive area called HISPANIC Online attests to the growing importance of the Hispanic consumers to US corporations. Still, little published research exists documenting the evaluation and usage of Web advertising by this growing segment of the US population. Applying Pollay and Mittal’s seven‐factor advertising beliefs model, the authors explore the Hispanic Web users’ beliefs, attitudes, and use of Web advertising. The seven belief factors regarding Web advertising, as well as attitudes and demographic factors, of the Hispanic respondents were studied in three usage contexts of Web advertising: the attention subjects paid to Web advertisements; the frequency of subjects clicking on Web advertisements; and the frequency of subjects leaving Web sites. Multivariate discriminant analysis suggests that the seven belief factors and the attitude factor, along with age and income levels, are significantly correlated with the three usage contexts of Web advertising. The study results and implications for Web advertisers are discussed.

This study aims to explore patterns in e‐tail spending across different demographic groups and to predict which households are the most frequent shoppers and highest spenders. Further, it aims to investigate which households are least likely to purchase from unfamiliar online stores.

Using a random sample of Florida households, the study is the first to use probit and ordered probit models to study Internet purchasing behavior.

Younger, college educated, higher income households living in suburban, rural and small towns spend and shop the most online. Caucasians purchase online more often than African Americans and Hispanics but spend about the same amount. The study also finds that male, Hispanic, college educated and younger consumers are more willing to purchase from unfamiliar online stores.

This study provides new evidence on factors affecting household online spending and buying decisions. Previous studies have not used an ordered probit to model different levels of spending and this new specification provides information about which demographic groups are the most (or the least) frequent buyers as well as which demographic groups are the highest (or the lowest) e‐tail spenders. This study also investigates which demographic groups are most likely to shop only at stores with whom they are already familiar.