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Identifying the Ideal Types of Online Shoppers: A Qualitative Analysis of Online Shopping

Author

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  • Eeva Kettunen

    (University of Jyvaskyla, Jyväskylä, Finland)

  • Tiina Kemppainen

    (University of Jyvaskyla, Jyväskylä, Finland)

  • Matias Lievonen

    (University of Jyvaskyla, Jyväskylä, Finland)

  • Markus Makkonen

    (University of Jyvaskyla, Jyväskylä, Finland)

  • Lauri Frank

    (University of Jyvaskyla, Jyväskylä, Finland)

  • Tuomas Kari

    (University of Jyvaskyla, Jyväskylä, Finland)

Abstract

The tremendous increase in online shopping has created a growing demand to understand online shopping behavior. This study contributes to this understanding by identifying ideal types among online shoppers. An ideal type is an analytical construct used to ascertain similarities and deviations to concrete cases in an individual phenomenon. Theoretically, the study draws from different perspectives to create a multifaceted view of online shoppers. The purpose is not to categorize online shoppers under a specific category but rather to help understand different typically occurring online shopping behaviors. Through thematic analysis of the data from 31 participants, this study presents five ideal types of online shoppers: conservative shoppers, rational shoppers, hedonistic shoppers, spontaneous shoppers, and vanguard shoppers. The formed ideal types serve as the main theoretical contribution of this study. From a practical standpoint, implications for online shop providers on how to accommodate the needs of each ideal type are provided.

Suggested Citation

  • Eeva Kettunen & Tiina Kemppainen & Matias Lievonen & Markus Makkonen & Lauri Frank & Tuomas Kari, 2020. "Identifying the Ideal Types of Online Shoppers: A Qualitative Analysis of Online Shopping," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 12(2), pages 59-78, April.
    • Handle: RePEc:igg:jesma0:v:12:y:2020:i:2:p:59-78
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