Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies

Jaishankar Ganesh, Kristy E. Reynolds, Michael Luckett, Nadia Pomirleanu

Research output: Contribution to journalArticlepeer-review

207 Scopus citations

Abstract

e-Stores and online shopping have become important aspects of a retailer's strategy. Previous research suggests that online shoppers are fundamentally different from traditional offline shoppers. However, based on the Big Middle Theory (Levy et al. 2005), the authors believe that there are segments of online shoppers that are very similar to regular shopper groups. To determine this, online shopping motivations and e-store attribute importance measures are separately used as the basis to develop online shopper typologies. Results reveal that there are more similarities than differences among traditional and online store shoppers. However, there are a few unique shopper types present at online stores, attracted by the distinctive characteristics and attributes of the online retail environment. The findings offer interesting implications for online retail strategy.

Original languageEnglish (US)
Pages (from-to)106-115
Number of pages10
JournalJournal of Retailing
Volume86
Issue number1
DOIs
StatePublished - Mar 2010
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Marketing

Keywords

  • Online shopping
  • Shoppers
  • e-Store

Fingerprint

Dive into the research topics of 'Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies'. Together they form a unique fingerprint.

Cite this