Typology of Online Consumers: Motivations and Clickstream Data

Abstract:

This study described a five-factor typology of online consumers motivations labeled as the functional shopper, the following shopper, the surfing shopper, conflicting shopper and e-laggard, and a five-factor typology of the clickstream data labeled as the functional browser, the hedonic browser, the impulsive browser, the comparative browser and the knowledge building browser by cluster analysis. A correspondence analysis for two typologies demonstrated an independent cluster frame with limited correspondence. Theoretical and marketing implications are discussed.

• Periodical: Applied Mechanics and Materials (Volume 472)
• Pages: 437-442
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.472.437
• Online since: January 2014
• Authors: Xi Chen, Shuang Shuang Li, Yi Wen Chen
• Keywords: Clickstream Data, Consumer Motivations, Online Shopping, Typology

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