Typology of online shoppers

Ah Keng Kau · Ying‐Chan Tang · Sanjoy Ghose

285 citations0/0 files storedJournal of Consumer Marketing

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

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.

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References

1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1997Market Segmentation: Conceptual and Methodological Foundations 2000On risk, convenience, and Internet shopping behavior 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis

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