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Internet Shopping Orientation Segments: An Exploration of Differences in Consumer Behavior
Author(s) -
McKinney Letecia N.
Publication year - 2004
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1177/1077727x04263833
Subject(s) - the internet , orientation (vector space) , advertising , set (abstract data type) , business , internet shopping , psychology , marketing , computer science , world wide web , mathematics , geometry , programming language
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.