Internet Shopping Orientation Segments: An Exploration of Differences in Consumer Behavior
Author:
- 1 June 2004
- journal article
- Published by Wiley in Family and Consumer Sciences Research Journal
- Vol. 32 (4) , 408-433
Abstract
The purpose of this study was to identify the orientations that consumers have toward Internet shopping. This study used factor analysis to reduce a set of 25 orientation statements into a smaller set of factors and cluster analysis to group respondents with similar consumer behavior. Results revealed 5 different orientations of Internet shoppers. The shopping segments were named the confident convenience‐oriented comparison (3C's), store preferred, highly involved, apathetic, and apprehensive. Differences were found among the shopping segments in the frequency of visits to Internet shopping sites and the frequency of products purchased at the sites.Keywords
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