Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies

    Authors

    J. Ganesh; K. E. Reynolds; M. Luckett;N. Pomirleanu

    Comments

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    Abbreviated Journal Title

    J. Retail.

    Keywords

    Online shopping; e-Store; Shoppers; LIFE-STYLE; CONSUMER; INTERNET; ORIENTATIONS; INTENTION; RETAILER; LOYALTY; QUALITY; CHOICE; MODEL; Business

    Abstract

    e-Stores and online shopping have become important aspects of a retailer's strategy. Previous research suggests that online shoppers are fundamentally different from traditional offline shoppers. However, based on the Big Middle Theory (Levy et al. 2005), the authors believe that there are segments of online shoppers that are very similar to regular shopper groups. To determine this, online shopping motivations and e-store attribute importance measures are separately used as the basis to develop online shopper typologies. Results reveal that there are more similarities than differences among traditional and online store shoppers. However, there are a few unique shopper types present at online stores, attracted by the distinctive characteristics and attributes of the online retail environment. The findings offer interesting implications for online retail strategy. Published by Elsevier Inc on behalf of New York University.

    Journal Title

    Journal of Retailing

    Volume

    86

    Issue/Number

    1

    Publication Date

    1-1-2010

    Document Type

    Article

    Language

    English

    First Page

    106

    Last Page

    115

    WOS Identifier

    WOS:000277094900009

    ISSN

    0022-4359

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