Segmenting Customers Based on Key Determinants of Online Shopping Behavior

Simona Vinerean and Alin Opreana ()
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Alin Opreana: Lucian Blaga University

A chapter in Organizations and Performance in a Complex World, 2021, pp 385-400 from Springer

Abstract: Abstract Consumers have an increasingly higher predisposition to engage in online shopping, therefore this topic is of great interest for academics and marketing managers, alike, in order to establish the right premises to offer a great consumer experience and generates repeat business. Thus, this empirical paper aims to discover segments of online shoppers based on various constructs that include online consumers behavior, such as attitude, perceived risk, perceived price, perceived usefulness, perceived ease of use, privacy issues, trust, utilitarian value, hedonic value, and satisfaction. This study’s results showed that consumers are mostly interested in obtaining utilitarian value from online shopping and appreciate the convenience, the wide variety of products accessible in a digital environment, and the ability to compare different offers in an e-setting. Further, this paper concludes with its theoretical contributions, managerial implications and the restrictions of this current study, as well as the proposed avenues for future research.

Keywords: Online shopping; Online consumer behavior; Marketing strategy; Digital marketing; Customer segmentation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-50676-6_31

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DOI: 10.1007/978-3-030-50676-6_31

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