The Emergence of Internet Shopping in Japan: Identification of Shopping Orientation-Defined Segments

Abstract

Although Japanese Internet retailing is on the verge of rapid growth, relatively little is currently known about Japanese nonstore shopping behavior in general and Japanese Internet shopping in particular. This study explores Japanese shopping orientations as they relate to Internet shopping by examining shopping orientation-defined segments of Japanese Internet users. Internet shopping segments of Shopping Enjoyment, Brand Browser, Price Browser, and Dislikes Shopping are identified. High-frequency Internet shoppers are found to reside in the Shopping Enjoyment segment, and upscale consumers are found to reside in the Brand Browser segment.