Determining online consumer typologies and their shopping behaviors in B2C e-commerce platforms

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2016
Huseynov, Farid
Business-to-consumer (B2C) e-commerce is the service or product exchange from businesses to consumers over the Internet. B2C e-commerce enables customers to easily compare offered products and services, to find cheaper and better ones from many alternatives and to shop from any given store without physically visiting them. Despite those conveniences provided by B2C e-commerce, a large number of customers prefer to stay away from the idea of shopping over internet due to several factors. For better customer relationship management, it is important for online retailers to clearly understand those critical factors affecting online consumer shopping behavior and take necessary actions accordingly. Numerous studies in this field assessed consumer online shopping behavior from various aspects. However, literature review showed that conducted studies do not carry out segmentation analysis while accessing shopping behavior of online consumers. The general conclusions made by these studies about consumer attitude, behavior and decision making process might not reflect actual behavior of different consumer segments. Contrary to previous studies, this study initially identified different online consumer segments by conducting two different types of market segmentation analysis, psychographic and behavioral. Psychographic segmentation was based on self-report responses, while behavioral segmentation made use of real e-commerce transaction data. As a result of psychographic and behavioral segmentation analysis four and five different online consumer segments were identified respectively. Shopping behavior of each psychographic segment was further assessed by using the developed behavior evaluation framework. Online retailers can utilize findings of this study to develop more effective marketing strategies for each determined consumer segment. 

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Citation Formats
F. Huseynov, “Determining online consumer typologies and their shopping behaviors in B2C e-commerce platforms,” Ph.D. - Doctoral Program, Middle East Technical University, 2016.