|
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 |