Memorias de investigación
Communications at congresses:
Análisis de tipologías de segmentación de usuarios en comercio electrónico
Year:2012
Research Areas
  • Humanities
Information
Abstract
Despite the growth experienced by e-commerce in recent years, results in terms of adoption rates and revenue are still far from the predictions made a few years ago. In order to achieve the expected growth rates, characteristics of con-sumers have to be studied so that an offer adapted to the customers? needs may be developed. In recent years, various methods have been used to perform consumer segmentations. In this paper we have analyzed and classified the articles published on e-commerce segmentation according to five criteria: country, target audience, type of segmentation variables, objective of segmentation and influence of product types. The results of the analysis show a small number of papers, mainly empiri-cal, that have provided only partial conclusions. New research options are pro-posed in the final section.
International
Si
Congress
6th International Conference on Industrial Engineering and Industrial Management - XVI Congreso de Ingeniería de Organización
960
Place
Vigo (España)
Reviewers
Si
ISBN/ISSN
978-84-938642-5-5
Start Date
18/07/2012
End Date
20/07/2012
From page
1500
To page
1507
6th International Conference on Industrial Engineering and Industrial Management - XVI Congreso de Ingeniería de Organización
Participants
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística