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Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation

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Author Info

  • M. BRENGMAN
  • M. GEUENS

    ()

  • B. WEIJTERS
  • S. M. SMITH
  • R. SWINYARD

Abstract

Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics, Internet distrust, Internet offer, and Internet window-shopping. Except from having the same basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also led to the same segments in both countries. Four online shopping segments (Tentative Shoppers, Suspicious Learners, Shopping Lovers and Business Users) and four online nonshopping segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of Internet Usage, Internet attitude, psychographic and demographic characteristics.

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File URL: http://www.FEB.UGent.be/nl/Ondz/wp/Papers/wp_03_205.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 03/205.

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Length: 20 pages
Date of creation: Dec 2003
Date of revision:
Handle: RePEc:rug:rugwps:03/205

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Related research

Keywords: Internet segmentation; Internet lifestyle; cross-cultural research; e-shoppers; scale validation;

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  1. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
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Cited by:
  1. Ahlert, Dieter & Evanschitzky, Heiner & Thesing, Miriam, 2006. "Kundentypologie in der Multikanalwelt: Ergebnisse einer Online- und Offline-Befragung," Working Papers 44, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS), University of Münster.
  2. Maggie Geuens & Delphine Vantomme & Bert Weijters, 2003. "Assessing the impact of offline URL advertising," Vlerick Leuven Gent Management School Working Paper Series 2003-4, Vlerick Leuven Gent Management School.

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