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Segmenting Customers Based on Key Determinants of Online Shopping Behavior

In: Organizations and Performance in a Complex World

Author

Listed:
  • Simona Vinerean

    (Lucian Blaga University)

  • Alin Opreana

    (Lucian Blaga University)

Abstract

Consumers have an increasingly higher predisposition to engage in online shopping, therefore this topic is of great interest for academics and marketing managers, alike, in order to establish the right premises to offer a great consumer experience and generates repeat business. Thus, this empirical paper aims to discover segments of online shoppers based on various constructs that include online consumers behavior, such as attitude, perceived risk, perceived price, perceived usefulness, perceived ease of use, privacy issues, trust, utilitarian value, hedonic value, and satisfaction. This study’s results showed that consumers are mostly interested in obtaining utilitarian value from online shopping and appreciate the convenience, the wide variety of products accessible in a digital environment, and the ability to compare different offers in an e-setting. Further, this paper concludes with its theoretical contributions, managerial implications and the restrictions of this current study, as well as the proposed avenues for future research.

Suggested Citation

  • Simona Vinerean & Alin Opreana, 2021. "Segmenting Customers Based on Key Determinants of Online Shopping Behavior," Springer Proceedings in Business and Economics, in: Ramona Orăștean & Claudia Ogrean & Silvia Cristina Mărginean (ed.), Organizations and Performance in a Complex World, pages 385-400, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-50676-6_31
    DOI: 10.1007/978-3-030-50676-6_31
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    Cited by:

    1. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.

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