Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping
Kettunen, E., Kemppainen, T., Lievonen, M., Makkonen, M., Frank, L., & Kari, T. (2020). Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping. International Journal of E-Services and Mobile Applications, 12(2), 59-78. https://doi.org/10.4018/IJESMA.2020040104
Julkaistu sarjassa
International Journal of E-Services and Mobile ApplicationsTekijät
Päivämäärä
2020Oppiaine
Kestävä liiketoiminta ja talous (painoala)Viestinnän johtaminenMarkkinointiDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationTietojärjestelmätiedeSustainable BusinessBasic or discovery scholarshipSustainable Business and Economy (focus area)Corporate CommunicationMarketingDigital Business and Economy (focus area)Digital marketing and CommunicationInformation Systems ScienceSustainable BusinessBasic or discovery scholarshipTekijänoikeudet
©2020 IGI Global
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.
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Julkaisija
IGI GlobalISSN Hae Julkaisufoorumista
1941-627XAsiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/34517359
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