Ideal types of online shoppers : a qualitative analysis of online shopping behavior
Kettunen, E., Kemppainen, T., Lievonen, M., Makkonen, M., Frank, L., & Kari, T. (2018). Ideal types of online shoppers : a qualitative analysis of online shopping behavior. In P. Kourouthanassis, P. Markopoulos, A. Pateli, N. Pouloudi, A. Pucihar, & J. V. D. Cunha (Eds.), MCIS 2018 : 12th Mediterranean Conference on Information Systems (pp. 1-16). MCIS. https://aisel.aisnet.org/mcis2018/30
Authors
Editors
Date
2018Discipline
TietojärjestelmätiedeBasic or discovery scholarshipMarkkinointiViestinnän johtaminenInformation Systems ScienceBasic or discovery scholarshipMarketingCorporate CommunicationCopyright
© the Authors, 2018
Due to the growing popularity of online shopping, there is a growing demand for understanding the
motives and behaviour of online shoppers. This study aims to increase this understanding by examining
online shopping behaviour from the perspective of UTAUT2 theory integrated with self-efficacy
and risk avoidance components. The thematically analysed data from 31 participants highlights the
unique aspects of online shoppers by grouping them into ideal types, presenting the data as extensively
as possible. An ideal type is an analytical construct used to ascertain similarities and deviations to
concrete cases in an individual phenomenon. This study discovered five ideal types of online shoppers:
Conservative Shoppers, Rational Shoppers, Hedonistic Shoppers, Spontaneous Shoppers and Vanguard
Shoppers. The main theoretical contribution of this study are the formed ideal shopper types
enriched with practical implications for online shop providers on how to best meet the needs of each
ideal type. The purpose of the ideal types is not to categorize online shoppers under one category but
rather help to understand regularities of different types of online shopping behaviour. This understanding
is beneficial for online shop providers as well as for academics interested in studying online
shopping behaviour from the information systems point of view.
...
Publisher
MCISParent publication ISBN
978-960-7260-61-1Conference
Mediterranean Conference on Information SystemsIs part of publication
MCIS 2018 : 12th Mediterranean Conference on Information SystemsKeywords
Original source
https://aisel.aisnet.org/mcis2018/30Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/28650408
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