Observatorio de I+D+i UPM

Memorias de investigación
Book chapters:
New Market Segmentation Paradigms and Electronic Commerce Adoption: An Exploratory Study
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Electronic trade
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.
Book Edition
Book Publishing
IGI Global
Book title
Electronic Payment Systems for Competitive Advantage in E-Commerce
From page
To page
  • 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)