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Typology of online consumers motivations and clickstream data
Chen, X (Chen, Xi); Li, SS (Li, Shuang-shuang); Chen, YW (Chen, Yi-wen)
First AuthorChen, X (Chen, Xi)
2014
Conference Name4th International Conference on Mechanical Science and Technology (ICMSE 2014)
Correspondent Emailchenx@psych.ac.cn
Source PublicationApplied Mechanics and Materials
Volume472
Pages437-442
Conference DateJAN 02-04, 2014
Conference PlaceSanya, PEOPLES R CHINA
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.

KeywordOnline Shopping Consumer Motivations Clickstream Data Typology
DOI10.4028/www.scientific.net/AMM.472.437
Language英语
Citation statistics
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/26767
Collection中国科学院行为科学重点实验室
AffiliationChinese Acad Sci, Inst Psychol, Key Lab Behav Sci, 16 Lincui Rd, Beijing 100101, Peoples R China.
Recommended Citation
GB/T 7714
Chen, X ,Li, SS ,Chen, YW . Typology of online consumers motivations and clickstream data[C],2014:437-442.
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