Observatorio de I+D+i UPM

Memorias de investigación
Book chapters:
New Market Segmentation Paradigms and Electronic Commerce Adoption: An Exploratory Study
Year:2014
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Electronic trade
Information
Abstract
The purpose of this chapter is to offer a better understanding of online shoppers? behaviour, so that virtual shops may improve and adapt their product offering to effectively reach their target segments. In order to achieve this goal, a characterization of motivations to shop online is proposed as a basis for motivation-based customer segmentation. Building upon this segmentation, acceptance models?namely, an adaptation of UTAUT2 to e-commerce?have been used to look further into the purchasing behavior of each identified segment. The results from the empirical study based on responses to an online questionnaire from a sample of 718 Spanish shoppers shows seven different groups of motivations and five different customer segments, and confirms different behavioral patterns in the adoption of e-commerce for different segments of customers, with special influence of effort expectancy, facilitating conditions, and perceived risk in the online shopping behaviour of individuals.
International
Si
10.4018/978-1-4666-5190-6.ch004
Book Edition
1
Book Publishing
IGI Global
ISBN
9781466651906
Series
Book title
Electronic Payment Systems for Competitive Advantage in E-Commerce
From page
49
To page
71
Participants
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Jose Julian Chaparro Pelaez (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)