Exploring web user styles in B2C e-commerce

Nancy L. Martin, David T. Green and Kimberly Furumo

International Journal of Electronic Marketing and Retailing, 2006, vol. 1, issue 2, 115-131

Abstract: This study examines web user styles in a B2C e-commerce setting. A group of 389 upper level business students completed a survey on general user styles and participated in an online simulation using the Best Buy website. A cluster analysis was performed to better understand user styles. A two-cluster solution was defined, labelled Followers and Finders. The Mann-Whitney analysis found a significant difference between the two clusters based on intention to make a transaction with the website. Discussion and implications are presented for this exploratory study.

Keywords: web users; user styles; B2C; e-commerce; electronic commerce; cluster analysis; electronic marketing; electronic advertising; e-marketing; e-advertising; online marketing; online advertising; internet marketing; internet advertising; simulation; retailing. (search for similar items in EconPapers)
Date: 2006
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