The present research focuses on time planning style, an individual's habitual approach to time management, in relation to the use of the Web. We theorize and provide empirical evidence that highly analytic versus spontaneous planners are more likely to seek utilitarian rather than hedonic benefits from Web use. This pattern is associated with downstream relationships between the types of benefits sought and various Web usage behaviors (e.g., exploratory, entertainment, information search, and electronic shopping). A notable finding is that both planning styles are positively associated with electronic shopping, but due to different types of benefits that are sought. Implications are discussed for marketers’ customization of Web page content based on segmenting the possible audience on time planning styles.
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