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

6533b835fe1ef96bd129ea29

RESEARCH PRODUCT

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

Tuomas Kari Tiina Kemppainen Eeva Kettunen Matias Lievonen Makkonen Markus Lauri Frank

subject

Marketing Ideal (set theory)ostokäyttäytyminen Computer Networks and Communications verkkokauppa Strategy and Management 05 social sciences Advertising Ideal type Computer Science Applications Management Information Systems Qualitative analysis asiakkaat Categorization 0502 economics and business Vanguard 050211 marketing Thematic analysis Psychology Construct (philosophy)050203 business & management

description

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.

year	journal	country	edition	language
2020-04-01

http://urn.fi/URN:NBN:fi:jyu-202212275833

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