E-consumer segmentation: an applied study based in the internet use perspectives
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Published
18-09-2018
Eduard Cristóbal Fransi
Natalia Daries Ramon
Juan Pablo Baldomar
Abstract
The market segmentation has frequently been used in the traditional marketing research but still appears as a relatively new subject in the Information and Communication Technologies (ICT) and Internet environment. The present investigation seeks to analyse the e-consumer behaviour depending on the future use of different Internet applications. Using a sample of 700 citizens, we have realized a factorial and cluster analysis to classify the users in three groups. We have used demographical information and the perspectives of use, to elaborate a profile for each segment. Analysis also allows extracting the main factors that explain the different attitudes towards the Internet use. In the conclusions section we present the most significant reflections about the obtained segments and its implication on management, the limitations of the study and the future lines of research.
How to Cite
Cristóbal Fransi, E., Daries Ramon, N., & Baldomar, J. P. (2018). E-consumer segmentation: an applied study based in the internet use perspectives. Cuadernos De Gestión, 14(1), 33–55. https://doi.org/10.5295/cdg.120373ec
##plugins.themes.bootstrap3.article.details##
Keywords
ICT (Information and Communication Technologies), segmentation, positioning, consumer behaviour, Internet
References
AIMC (Asociación para la Investigación de Medios de Comunicación), 2012. Décimo-cuarta encuesta AIMC a usuarios de Internet: Navegantes en la Red. Documento disponible en http://www.aimc.es
Aljukhadar M.; Senecal S., 2011. Segmenting the online consumer market. Marketing Intelligence & Planning. 29 (4), 421-435.
Avgerou C., 2008. Information systems in developing countries: a critical research review. Journal of Information Technology, (23), 133–146.
Banegas, J., 2001. Efectos de las tecnologías de la información y comunicación en la vida empresarial. Revista del Instituto de Estudios Económicos, nº 1 y 2.
Chang, M.K.; Cheung, W.; Lai, V.S., 2005. Literature derived reference models for the adoption of online shopping. Information & Management, 42 (4), 543-59.
Cristóbal, E.; Marimon, F., 2007. A study of e-retailing management: analysing the expectations and perceptions of Spanish consumers. International Journal of Consumer Studies. (31), 613-622.
Cristóbal E.; Marimon F.; Daries N.; Montegut Y., 2011. Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector. International Journal of Marketing Studies. 3 (2),
Dibb, S.; Simkin, L., 2009. Implementation rules to bridge the theory/practice divide in market segmentation. Journal of Marketing Management, 25 (3/4), 375-96.
Dibb, S.; Stern, P.; Wensley, R., 2002. Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20 (2), 113-19.
Dolcinar, S.; Lazarevski, K., 2009. Methodological reasons for the theory/practice divide in marketing segmentation. Journal of Marketing Management, 25 (3/4), 357-73.
Eastman, J.; Iyer, R., 2004. The elderly’s uses and attitudes towards the internet. Journal of Consumer Marketing, 21, (2/3), 208-20.
EUROSTAT, 2013. Structural Indicators: Innovation and Research. http://epp.eurostat.ec.europa.eu/portal/page/portal/structural_indicators/indicators/innovation_and_research
Gordon, M. E.; Lima-Turner, K.D., 1997. Consumer attitudes towards Internet advertising –a social contract perspective. International Marketing Review, 14 (5), 362-75.
Gutiérrez Arranz, A.; Lévy J. P., 2004. La segmentación y el posicionamiento. Consideraciones puntuales y metodología desde un punto de vista práctico. ESIC MARKET. Enero-Abril. 155-166.
Huang, Z., 1998. Extensions to the K-Means algorithm for clustering large data sets with categorical values. Data Mining and Knowledge Discovery. 2 (3), 283-304.
IDESCAT (Institut d’Estadística de Catalunya), 2013. Equipament i ús de les noves tecnologies. Documento disponible en http://www.idescat.cat/
INE (Instituto Nacional de Estadística), 2012. Encuesta sobre Equipamiento y uso de tecnologías de información y comunicación en los hogares. Documento disponible en http://www.ine.es/
Kau A.K., Tang Y.E.; Ghose S., 2003. Tipology of online shoppers. Journal of Consumer Marketing. 20 (2), 139-156.
Laudon, K.; Traver C., 2011. E-commerce: Business, technology, society. Ed. Prentice Hall. ISBN. 9780136091196.
Lin T.; Luarn P.; Lo P., 2004. Internet market segmentation – an exploratory study of critical success factors. Marketing Intelligence & Planning. 22 (6), 601-622
López Delgado, P.; Alarcón P.; Martín Armario, J., 2000. El posicionamiento de las comunidades autónomas en la demanda turística extranjera. Estudios de Economía Aplicada. (16), 111-131.
McDonald, W. J., 1996. Internet customer segments: an international perspective, in Droge, C. y Calantone, R. (Eds), Enhancing Knowledge Development in Marketing, American Marketing Association, Chicago, IL, pp. 338-44.
McElroy, J.C.; Hendrickson, A.; Townsend, A.; Demarie, S., 2007. Dispositional factors in Internet use: personality versus cognitive style. Management Information Systems Quarterly, 31 (4),809-20.
Molla, A.; Heeks, R., 2007. Exploring E-Commerce Benefits for Businesses in a Developing Country. Information Society, 23 (2), 95–108.
Mostafa, M., 2006. An empirical investigation of Egyptian consumers usage patterns and perceptions of the internet. International Journal of Management, 23 (2), 243-61.
ONTSI (Observatorio Nacional de las Telecomunicaciones y de la SI) (2011). Las Redes Sociales en Internet. Documento disponible en: http://www.ontsi.red.es/
ONTSI, 2013. Perfil sociodemográfico de los internautas. Documento disponible en: http://www.ontsi.red.es/
Papastathopoulou, P.; Avlonitis, G.J., 2009. Classifying enterprises on the basis of WWW use: a behavioral approach. Internet Research, 19 (3), 332.
Rodgers, S.; Sheldon, K.M., 2002. An improved way to characterize internet consumers. Journal of Advertising Research, 42 (5), 85-94.
Rodríguez-Ardura, I.; Meseguer, A., 2010. Towards a longitudinal model of e-commerce: environmental, technological and organizational drivers of B2C adoption, The Information Society , 26 (3), 209-227.
Rodríguez-Ardura, I.; Meseguer, A.; Vilaseca, J., 2008. Factors influencing the evolution of ecommerce: an empirical analysis in a developed market economy, Journal of Theoretical and Applied Electronic Commerce Research, 3 (2). 18-29.
Suárez, A., 2001. Nueva Economía y Nueva Sociedad, Ed. Prentice-Hall. Madrid.
Swinyard, W.R.; Smith, S.M., 2003. Why people (don’t) shop online: a lifestyle study of the Internet consumer. Psychology & Marketing, 20 (7), 567-97.
Thomsen, M. D., 1996. Advertising on the Internet. Thesis for Master Degree, University of Westminister.
Vellido, A.; Lisboa, P.J.G.; Vaughan, J., 1999. Segmentation of the online shopping market using neural networks. Expert System with Applications, 17 (1), 303-14.
Vijayasarathy, L.R., 2003. Shopping orientations, product types and Internet shopping intentions. Electronic Markets. 13 (1), 67-80.
Waldo, C. N., 1973. What’s bothering marketing chiefs most? Segmentation. Advertising Age, 4 June, 77.
Aljukhadar M.; Senecal S., 2011. Segmenting the online consumer market. Marketing Intelligence & Planning. 29 (4), 421-435.
Avgerou C., 2008. Information systems in developing countries: a critical research review. Journal of Information Technology, (23), 133–146.
Banegas, J., 2001. Efectos de las tecnologías de la información y comunicación en la vida empresarial. Revista del Instituto de Estudios Económicos, nº 1 y 2.
Chang, M.K.; Cheung, W.; Lai, V.S., 2005. Literature derived reference models for the adoption of online shopping. Information & Management, 42 (4), 543-59.
Cristóbal, E.; Marimon, F., 2007. A study of e-retailing management: analysing the expectations and perceptions of Spanish consumers. International Journal of Consumer Studies. (31), 613-622.
Cristóbal E.; Marimon F.; Daries N.; Montegut Y., 2011. Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector. International Journal of Marketing Studies. 3 (2),
Dibb, S.; Simkin, L., 2009. Implementation rules to bridge the theory/practice divide in market segmentation. Journal of Marketing Management, 25 (3/4), 375-96.
Dibb, S.; Stern, P.; Wensley, R., 2002. Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20 (2), 113-19.
Dolcinar, S.; Lazarevski, K., 2009. Methodological reasons for the theory/practice divide in marketing segmentation. Journal of Marketing Management, 25 (3/4), 357-73.
Eastman, J.; Iyer, R., 2004. The elderly’s uses and attitudes towards the internet. Journal of Consumer Marketing, 21, (2/3), 208-20.
EUROSTAT, 2013. Structural Indicators: Innovation and Research. http://epp.eurostat.ec.europa.eu/portal/page/portal/structural_indicators/indicators/innovation_and_research
Gordon, M. E.; Lima-Turner, K.D., 1997. Consumer attitudes towards Internet advertising –a social contract perspective. International Marketing Review, 14 (5), 362-75.
Gutiérrez Arranz, A.; Lévy J. P., 2004. La segmentación y el posicionamiento. Consideraciones puntuales y metodología desde un punto de vista práctico. ESIC MARKET. Enero-Abril. 155-166.
Huang, Z., 1998. Extensions to the K-Means algorithm for clustering large data sets with categorical values. Data Mining and Knowledge Discovery. 2 (3), 283-304.
IDESCAT (Institut d’Estadística de Catalunya), 2013. Equipament i ús de les noves tecnologies. Documento disponible en http://www.idescat.cat/
INE (Instituto Nacional de Estadística), 2012. Encuesta sobre Equipamiento y uso de tecnologías de información y comunicación en los hogares. Documento disponible en http://www.ine.es/
Kau A.K., Tang Y.E.; Ghose S., 2003. Tipology of online shoppers. Journal of Consumer Marketing. 20 (2), 139-156.
Laudon, K.; Traver C., 2011. E-commerce: Business, technology, society. Ed. Prentice Hall. ISBN. 9780136091196.
Lin T.; Luarn P.; Lo P., 2004. Internet market segmentation – an exploratory study of critical success factors. Marketing Intelligence & Planning. 22 (6), 601-622
López Delgado, P.; Alarcón P.; Martín Armario, J., 2000. El posicionamiento de las comunidades autónomas en la demanda turística extranjera. Estudios de Economía Aplicada. (16), 111-131.
McDonald, W. J., 1996. Internet customer segments: an international perspective, in Droge, C. y Calantone, R. (Eds), Enhancing Knowledge Development in Marketing, American Marketing Association, Chicago, IL, pp. 338-44.
McElroy, J.C.; Hendrickson, A.; Townsend, A.; Demarie, S., 2007. Dispositional factors in Internet use: personality versus cognitive style. Management Information Systems Quarterly, 31 (4),809-20.
Molla, A.; Heeks, R., 2007. Exploring E-Commerce Benefits for Businesses in a Developing Country. Information Society, 23 (2), 95–108.
Mostafa, M., 2006. An empirical investigation of Egyptian consumers usage patterns and perceptions of the internet. International Journal of Management, 23 (2), 243-61.
ONTSI (Observatorio Nacional de las Telecomunicaciones y de la SI) (2011). Las Redes Sociales en Internet. Documento disponible en: http://www.ontsi.red.es/
ONTSI, 2013. Perfil sociodemográfico de los internautas. Documento disponible en: http://www.ontsi.red.es/
Papastathopoulou, P.; Avlonitis, G.J., 2009. Classifying enterprises on the basis of WWW use: a behavioral approach. Internet Research, 19 (3), 332.
Rodgers, S.; Sheldon, K.M., 2002. An improved way to characterize internet consumers. Journal of Advertising Research, 42 (5), 85-94.
Rodríguez-Ardura, I.; Meseguer, A., 2010. Towards a longitudinal model of e-commerce: environmental, technological and organizational drivers of B2C adoption, The Information Society , 26 (3), 209-227.
Rodríguez-Ardura, I.; Meseguer, A.; Vilaseca, J., 2008. Factors influencing the evolution of ecommerce: an empirical analysis in a developed market economy, Journal of Theoretical and Applied Electronic Commerce Research, 3 (2). 18-29.
Suárez, A., 2001. Nueva Economía y Nueva Sociedad, Ed. Prentice-Hall. Madrid.
Swinyard, W.R.; Smith, S.M., 2003. Why people (don’t) shop online: a lifestyle study of the Internet consumer. Psychology & Marketing, 20 (7), 567-97.
Thomsen, M. D., 1996. Advertising on the Internet. Thesis for Master Degree, University of Westminister.
Vellido, A.; Lisboa, P.J.G.; Vaughan, J., 1999. Segmentation of the online shopping market using neural networks. Expert System with Applications, 17 (1), 303-14.
Vijayasarathy, L.R., 2003. Shopping orientations, product types and Internet shopping intentions. Electronic Markets. 13 (1), 67-80.
Waldo, C. N., 1973. What’s bothering marketing chiefs most? Segmentation. Advertising Age, 4 June, 77.
Issue
Section
Articles
Authors retain copyright of its works. Management Letters/Cuadernos de Gestión publications are licensed under Creative Commons license CC-BY-NC-ND, granting open access rights to society.
Specifically, CC-BY-NC-ND license permits any kind of use, distribution, publicize and copy the article, as long as the original author and source are properly recognized and for Non Commercial purposes.
The author can use the article freely always indicating that it has been published in Management Letters/Cuadernos de Gestión. Any re-edition of the article must be approved by the journal editorial team.