Shopping orientation segmentation of in-home electronic shoppers

Abstract

This study segmented in-home electronic shoppers based on shopping orientations. Current videotex subscribers (n = 551) responded to a mailed questionnaire. Of those, 132 subjects were classified as in-home electronic shoppers. Using cluster analysis, three groups were identified: (a) conservative/worried shopper (20 per cent); (b) comparative/user-friendly shopper (30 per cent); and (c) recreational/ innovative shopper (50 per cent). These three groups were then compared on several characteristics, utilizing multivariate analysis of variance (MANOVA) and chi-square analysis. Results of this study indicated that shopping orientations served well as a basis for segmenting electronic shoppers. These groups were unique with respect to: (a) satisfactions with electronic shopping attributes; (b) information sources used; (c) videotex usages; (d) lifestyle activities; and (e) total expenditure on electronic shopping.

Keywords:

• in-home shopping