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 editorsKettunen, Eeva; Kemppainen, Tiina; Lievonen, Matias; Makkonen, Markus; Frank, Lauri; Kari, Tuomas

Journal or seriesInternational Journal of E-Services and Mobile Applications

ISSN1941-627X

eISSN1941-6288

Publication year2020

Volume12

Issue number2

Pages range59-78

PublisherIGI Global

Publication countryUnited States

Publication languageEnglish

DOIhttps://doi.org/10.4018/IJESMA.2020040104

Publication open accessNot 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.


Keywordselectronic commercecustomersbuying behaviour


Contributing organizations


Ministry reportingYes

Reporting Year2020

JUFO rating1


Last updated on 2024-14-02 at 17:36