Identifying the Ideal Types of Online Shoppers: A Qualitative Analysis of Online Shopping
作者: Eeva KettunenTiina KemppainenMatias LievonenMarkus MakkonenLauri FrankTuomas Kari
作者单位: 1University of Jyvaskyla, Jyväskylä, Finland
刊名: International Journal of E-Services and Mobile Applications (IJESMA), 2020, Vol.12 (2), pp.59-78
来源数据库: IGI Global Journal
DOI: 10.4018/IJESMA.2020040104
原始语种摘要: 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,...
全文获取路径: IGI Global 
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关键词翻译
关键词翻译
  • understand 理解
  • ideal 理想
  • online 联机
  • create 引起
  • rational 有理数
  • Analysis 分析
  • growing 饲育
  • shopping 选购
  • accommodate 配置
  • study 学习