Investigating Customer Needs and Evaluation Behavior in Online Shopping
The purpose of this study is to segment the online market by the hierarchy of needs observed in online shoppers and to understand the impact of different motive styles on evaluation behavior during the process online shopping. Five needs that are satisfied by online shopping are listed in order as non-interruption, convenience, economic benefit, respect and achievement. A total of 4692 valid samples are divided into two clusters: achievement-motivated (57％) and convenience -motivated (43％). The accurate discrimination rate is 95.6％. The two motivated groups demonstrated different evaluation behaviors. The achievement-motivated group attaches more importance to all evaluation behaviors, especially on opinion from reference groups and Website quality. Results from the study not only indicate that online shopping motives are valid variables for consumer segmentation but imply a relationship between different evaluation behavior of the two groups and their respectively different involvement in online shopping.
motive on online shopping evaluation on online shopping hierarchy of needs
Sheng-Chin Yu Fong-Ling Fu
Dept.Information Management Tungnan University Taipei County, Taiwan China Dept.Management Information Systems National Chengchi University Taipei, Taiwan China
国际会议
成都
英文
462-467
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）