Consumer Behavior

A Typology of Online Shopping Consumers and Its Relation to Online Shopping Perception and Obsession

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Abstract

The growth of online shopping indicates the importance of understanding various types of online shoppers and their shopping motivations and behaviors. The purpose of this research is to categorize online shopper types and to investigate these types on perceived consumer emotions with usefulness, pleasure, and obsession and e-satisfaction. Participants were recruited from Amazon's Mechanical Turk service linked to the Qualtrics survey. A total of 151usable data were used for data analyses and the results show that the levels of emotions and satisfaction are different by ten online shopper types categorized in this paper. In addition, online shopper types considering high quality and recreational factor of products perceived more usefulness emotion while those with price and impulsiveness perceived more obsession emotion. Thus, it is important to understand different characteristics among categorized online shopper types as this affects the online shopping satisfaction and obsession.

Keywords: quantitative research, satisfaction, obsession, emotion, Online shopper types

How to Cite:

Chang, H. J., Dokko, J., Min, J. & Rakib, M., (2020) “A Typology of Online Shopping Consumers and Its Relation to Online Shopping Perception and Obsession”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.9484