Typology of online shoppers-Reference-Cited by-同舟云学术

Typology of online shoppers

Published:2003-04-01 Issue:2 Volume:20 Page:139-156
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:

Author:

Keng Kau Ah,Tang Yingchan E.,Ghose Sanjoy

Abstract

This article aims to examine the online buying behavior among a group of Internet users. Based on a sample of over 3,700 Internet users, this study explores their information‐seeking patterns as well as their motivations and concerns for online shopping. Factor analysis and cluster analysis were used to classify the respondents into six types of online shoppers. Coupled with their demographic information and actual buying behavior, it was possible to constitute a distinct profile for each of the segments. Discriminant analysis was also conducted to seek out the important attitudinal variables that differentiated the various clusters of online shoppers. The implications of such classification are also discussed.

Publisher

Emerald

Subject

Marketing,Business and International Management

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