Segmenting online auction consumers

$25.76 plus tax (Refund Policy)

Buy Article:

Abstract:

The significant growth in online auction retailing forces auction retailers to develop more tailored strategies for their target consumer groups. To this end, this study identified auction consumer segments based on consumer characteristics (i.e., compulsive buying behaviour, impulse buying behaviour, variety-seeking tendency, price sensitivity, and risk consciousness). By using multi-step cluster analysis, this study categorised respondents (N = 906) into four distinct segments: Impulse Buyers, Variety Seekers, Risk-Averse Economists, and Auction Lovers. The identified segments were compared in terms of demographic characteristics and shopping behaviour (i.e., shopping value, preferences, intentions, and shopping expenditure). Based on the results, strategic implications for online auction retailers are discussed.

Keywords: CONSUMER CHARACTERISTICS; MARKET SEGMENTATION; ONLINE AUCTION; SHOPPING BEHAVIOUR

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539208X325911

Publication date: June 1, 2008

More about this publication?
Related content

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more