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

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 cultu...

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