| Scope and method of study. This study explored cultural product on young consumers' perspectives by looking at their understanding of cultural product definitions, preferred terms and preferences on cultural product websites. The theory of reasoned action (Fishbien & Ajzen, 1975) was used as a framework to examine relationships between consumer characteristics, belief and attitudes, and shopping intentions. Methods included paper-based and web-based questionnaires. Subjects browsed two websites selling cultural products and answered a series of questions about their perspective on cultural product as a whole and cultural product from the two websites.; Findings and conclusions. Findings from this study indicated that young consumers preferred to call cultural product by the term "handcraft." Young consumers who have similar characteristics to a group called Cultural Creatives (Ray & Anderson, 2000) have positive attitudes toward cultural products and a higher intention to purchase cultural products. Important characteristics of cultural products and websites, recommendations for producers, retailers, and future research were discussed. |
