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


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

Last updated on 2022-27-12 at 13:14