Segmenting and Profiling Online Shopping Consumers: How Do They Differ in Hedonic Shopping Motivations?
DOI:
https://doi.org/10.5281/zenodo.6850788Resumo
The purpose of the study is to cluster online shopping customers on their loyalty levels and profile them with regards to their hedonic shopping motivations. To this end, a self-administered online survey was conducted, and 226 usable answers were obtained. First, cluster analysis was performed to segment online shoppers on their loyalty values. Later, the final three-cluster solution was profiled according to hedonic value motivations using Generalized Ordered Logit (GOLOGIT) Regression. The two-step cluster analysis revealed three clusters of online shoppers (non-loyals, moderate loyals, and true loyals). The GOLOGIT results indicated that an increase in idea shopping, role shopping, and value shopping of consumers in their online shopping experience would increase their loyalty levels (from non-loyal to moderately loyal, and from moderately loyal to true loyal). With regards to social shopping value, an increase in this dimension would be significantly affective only for non-loyal consumers, increasing their odds of being in the second (moderately loyal) or third (true loyal). This finding would help in the differentiation of marketing strategies for each segment, which would advance business competitiveness. Considering the increasing importance of online shopping among consumers, findings of this study is expected to contribute to the literature.
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2022 International Journal of Contemporary Economics and Administrative Sciences
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
The Author(s) must make formal transfer of copyright for each article prior to publication in the International Journal of Contemporary Economics and Administrative Sciences. Such transfer enables the Journal to defend itself against plagiarism and other forms of copyright infringement. Your cooperation is appreciated. You agree that copyright of your article to be published in the International Journal of Contemporary Economics and Administrative Sciences is hereby transferred, throughout the World and for the full term and all extensions and renewals thereof, to International Journal of Contemporary Economics and Administrative Sciences.
The Author(s) reserve(s): (a) the trademark rights and patent rights, if any, and (b) the right to use all or part of the information contained in this article in future, non-commercial works of the Author's own, or, if the article is a "work-for-hire" and made within the scope of the Author's employment, the employer may use all or part of the information contained in this article for intra-company use, provided the usual acknowledgements are given regarding copyright notice and reference to the original publication.
The Author(s) warrant(s) that the article is Author's original work, and has not been published before. If excerpts from copyrighted works are included, the Author will obtain written permission from the copyright owners and shall credit the sources in the article. The author also warrants that the article contains no libelous or unlawful statements, and does not infringe on the rights of others. If the article was prepared jointly with other Author(s), the Author agrees to inform the co-Author(s) of the terms of the copyright transfer and to sign on their behalf; or in the case of a "work-for-hire" the employer or an authorized representative of the employer.
The journal is registered with the ISSN : 1925-4423.
IJCEAS is licensed under a Creative Commons Attribution 4.0 International License.
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
