Shopping orientation segmentation of in-home electronic shoppers

Soyeon Shim · Marianne Y. Mahoney

12 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

This study segmented in-home electronic shoppers based on shopping orientations. Current videotex subscribers (n = 551) responded to a mailed questionnaire. Of those, 132 subjects were classified as in-home electronic shoppers. Using cluster analysis, three groups were identified: (a) conservative/worried shopper (20 per cent); (b) comparative/user-friendly shopper (30 per cent); and (c) recreational/ innovative shopper (50 per cent). These three groups were then compared on several characteristics, utilizing multivariate analysis of variance (MANOVA) and chi-square analysis. Results of this study indicated that shopping orientations served well as a basis for segmenting electronic shoppers. These groups were unique with respect to: (a) satisfactions with electronic shopping attributes; (b) information sources used; (c) videotex usages; (d) lifestyle activities; and (e) total expenditure on electronic shopping.

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References

1990Consumer intention to utilize electronic shopping 1986Shopping patterns of the rural consumer: Exploring the relationship between shopping orientations and outshopping 1972Intermarket Patronage: A Psychographic Study of Consumer Outshoppers 1991Body Cathexis, Clothing Attitude, and Their Relations to Clothing and Shopping Behavior Among Male Consumers 1987Consumer adoption of videotex services 1991Big and Tall Men as Apparel Shoppers: Consumer Characteristics and Shopping Behavior 1979A multivariate examination of a patronage model : the impact of values and life style on shopping orientations

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