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Exploring web user styles in B2C e-commerce

Author

Listed:
  • Nancy L. Martin
  • David T. Green
  • Kimberly Furumo

Abstract

This study examines web user styles in a B2C e-commerce setting. A group of 389 upper level business students completed a survey on general user styles and participated in an online simulation using the Best Buy website. A cluster analysis was performed to better understand user styles. A two-cluster solution was defined, labelled Followers and Finders. The Mann-Whitney analysis found a significant difference between the two clusters based on intention to make a transaction with the website. Discussion and implications are presented for this exploratory study.

Suggested Citation

  • Nancy L. Martin & David T. Green & Kimberly Furumo, 2006. "Exploring web user styles in B2C e-commerce," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 1(2), pages 115-131.
    • Handle: RePEc:ids:ijemre:v:1:y:2006:i:2:p:115-131
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