Consumers online: intentions, orientations and segmentation

Abstract

Purpose – The purpose of this paper is to examine the purchase intentions of online retail consumers, segmented by their purchase orientation.\ud \ud Design/methodology/approach – An e-mail/web survey was addressed to a consumer panel concerning their online shopping experiences and motivations, n=396.\ud \ud Findings – It is empirically shown that consumer purchase orientations have no significant effect on their propensity to shop online. This contradicts the pervasive view that internet consumers are principally motivated by convenience. It was found that aspects that do have a significant effect on purchase intention are prior purchase and gender.\ud \ud Research limitations/implications – There are two limitations. First, the sample contained only UK internet users, thus generalisations about the entire population of internet users may be questionable. Second, in our measurement of purchase intentions, we did not measure purchase intent per se.\ud \ud Practical implications – These findings indicate that consumer purchase orientations in both the traditional world and on the internet are largely similar. Therefore, both academics and businesses are advised to treat the internet as an extension to existing traditional activities brought about by advances in technology, i.e. the multi-channel approach.\ud \ud Originality/value – The paper adds to the understanding of the purchase orientations of different clusters of e-consumers

Higher Education Marketing

“…Previous research in segmenting online markets was primarily focused on taxonomies of different types of online shoppers (Brengman, Geuens, Weijters, Smith, & Swinyard, 2005;Ganesh, Reynolds, Luckett, & Pomirleanu, 2010;Jayawardhena, Wright, & Dennis, 2007). The level of participation in social media has been found to be an effective basis for describing the different types of social media users (Li & Bernoff, 2008).…”

Online Retailing: Purchasing Behaviour of Croatian Consumers

“…Moreover, impulse purchase orientation, prior online purchase experience and online trust have significant impact on the customer purchase intention (Thamizhvanan & Xavier, 2013). Likewise, Jayawardhena et al (2007) assert that prior purchase and gender have a significant effect on purchase intention. As regards the relationship between past online purchases and purchasing intentions, the results show that past purchasing predicts intentions to purchase (Weisberg et al, 2011).…”

Hedonic Pleasure and Social Image: The Effectiveness of Internet Advertising

“…It is the convenience factor of the internet media among online users for communicating feedback that makes it practical to have them integrated with other forms of media. This notion corresponds with the pervasive view that internet users are principally motivated by convenience (Jayawardhena 2007).…”

“…This positive trend corresponds with the increasing usage of the Internet as one of the marketing communications media, alongside the traditional ones. Jayawardhena et al (2007) posited that consumers' propensities for using the Internet and other traditional media for purchasing orientation largely follow similar patterns; for this reason, they advise marketing practitioners to treat digital media as extensions of the existing traditional marketing activities.…”