Marketing cultural products on the internet: Targeting cultural creatives

The objectives of this research were to (a) explore demographics and psychographics of consumers who shop for cultural products on the Internet in relation to cultural creative consumers and (b) examine how psychographics of cultural creatives influence attitudes toward shopping for cultural products and intention to purchase. Individuals with certain psychographics of cultural creatives, particularly those related to product authenticity, product origins, and creating a unique home environment, appeared to make up an important target market for selling cultural products on the Internet. While both product characteristics and Web site attributes were important factors influencing a positive attitude toward shoppingfor cultural products on the Internet, only consumers' beliefs about the Web site significantly influenced their intention to shop on the Internet. Implications of the study and recommendations for future research were provided.