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

dc.contributor.authorKettunen, Eeva
dc.contributor.authorKemppainen, Tiina
dc.contributor.authorLievonen, Matias
dc.contributor.authorMakkonen, Markus
dc.contributor.authorFrank, Lauri
dc.contributor.authorKari, Tuomas
dc.date.accessioned2022-12-27T11:14:46Z
dc.date.available2022-12-27T11:14:46Z
dc.date.issued2020
dc.identifier.citationKettunen, 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. <i>International Journal of E-Services and Mobile Applications</i>, <i>12</i>(2), 59-78. <a href="https://doi.org/10.4018/IJESMA.2020040104" target="_blank">https://doi.org/10.4018/IJESMA.2020040104</a>
dc.identifier.otherCONVID_34517359
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/84599
dc.description.abstractThe 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.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherIGI Global
dc.relation.ispartofseriesInternational Journal of E-Services and Mobile Applications
dc.rightsIn Copyright
dc.titleIdentifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202212275833
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosInformaatioteknologian tiedekuntafi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.laitosFaculty of Information Technologyen
dc.contributor.oppiaineKestävä liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineTietojärjestelmätiedefi
dc.contributor.oppiaineSustainable Businessfi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineSustainable Business and Economy (focus area)en
dc.contributor.oppiaineCorporate Communicationen
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineInformation Systems Scienceen
dc.contributor.oppiaineSustainable Businessen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange59-78
dc.relation.issn1941-627X
dc.relation.numberinseries2
dc.relation.volume12
dc.type.versionacceptedVersion
dc.rights.copyright©2020 IGI Global
dc.rights.accesslevelopenAccessfi
dc.subject.ysoostokäyttäytyminen
dc.subject.ysoasiakkaat
dc.subject.ysoverkkokauppa
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p8573
jyx.subject.urihttp://www.yso.fi/onto/yso/p3294
jyx.subject.urihttp://www.yso.fi/onto/yso/p9457
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.4018/IJESMA.2020040104
dc.type.okmA1


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