Observatorio de I+D+i UPM

Memorias de investigación
Capítulo de libro:
New Market Segmentation Paradigms and Electronic Commerce Adoption: An Exploratory Study
Año:2014
Áreas de investigación
  • Psicología del marketing y del comportamiento del consumidor,
  • Comercio electrónico
Datos
Descripción
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.
Internacional
Si
DOI
10.4018/978-1-4666-5190-6.ch004
Edición del Libro
1
Editorial del Libro
IGI Global
ISBN
9781466651906
Serie
Título del Libro
Electronic Payment Systems for Competitive Advantage in E-Commerce
Desde página
49
Hasta página
71
Esta actividad pertenece a memorias de investigación
Participantes
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Jose Julian Chaparro Pelaez (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • 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 2021 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
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