Dimitris Fronimos
ABSTRACT
This paper explores the different types of online shoppers, as identified in international literature, and the main motives and drives that characterise their shopping behaviour. We argue that the five prevalent shopper types our Social Network Analysis on numerous scientific articles indicates, can benefit e-commerce environments. This can be achieved by accurately identifying the online shopping mission the customers undertake during each shopping occasion. We conclude our study with suggestions regarding the leverage of each of the five basic shopper types.
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Index Terms
- In search for online shopping mission types based on social network analysis
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