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Abstract
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| 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. | |
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International
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Si |
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10.4018/978-1-4666-5190-6.ch004 |
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Book Edition
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1 |
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Book Publishing
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IGI Global |
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ISBN
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9781466651906 |
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Series
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Book title
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Electronic Payment Systems for Competitive Advantage in E-Commerce |
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From page
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49 |
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To page
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71 |