A1 Journal article (refereed)
Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping (2020)
Kettunen, E., Kemppainen, T., Lievonen, M., Makkonen, M., Frank, L., & Kari, T. (2020). Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping. International Journal of E-Services and Mobile Applications, 12(2), 59-78. https://doi.org/10.4018/IJESMA.2020040104
JYU authors or editors
Publication details
All authors or editors: Kettunen, Eeva; Kemppainen, Tiina; Lievonen, Matias; Makkonen, Markus; Frank, Lauri; Kari, Tuomas
Journal or series: International Journal of E-Services and Mobile Applications
ISSN: 1941-627X
eISSN: 1941-6288
Publication year: 2020
Volume: 12
Issue number: 2
Pages range: 59-78
Publisher: IGI Global
Publication country: United States
Publication language: English
DOI: https://doi.org/10.4018/IJESMA.2020040104
Publication open access: Not open
Publication channel open access:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84599
Abstract
The tremendous increase in online shopping has created a growing demand to understand online shopping behavior. This study contributes to this understanding by identifying ideal types among online shoppers. An ideal type is an analytical construct used to ascertain similarities and deviations to concrete cases in an individual phenomenon. Theoretically, the study draws from different perspectives to create a multifaceted view of online shoppers. The purpose is not to categorize online shoppers under a specific category but rather to help understand different typically occurring online shopping behaviors. Through thematic analysis of the data from 31 participants, this study presents five ideal types of online shoppers: conservative shoppers, rational shoppers, hedonistic shoppers, spontaneous shoppers, and vanguard shoppers. The formed ideal types serve as the main theoretical contribution of this study. From a practical standpoint, implications for online shop providers on how to accommodate the needs of each ideal type are provided.
Keywords: electronic commerce; customers; buying behaviour
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2020
JUFO rating: 1