Attitude toward internet web sites, online information search, and channel choices for purchasing

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, partic...

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