WORKING PAPER Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation

WORKING PAPER Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation (2003)

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by Malaika Brengman , Maggie Geuens , Bert Weijters , Scott M. Smith , William R. Swinyard , Limburgs Universitair Centrum

BibTeX

@MISC{Brengman03workingpaper,
    author = {Malaika Brengman and Maggie Geuens and Bert Weijters and Scott M. Smith and William R. Swinyard and Limburgs Universitair Centrum},
    title = {WORKING PAPER Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation},
    year = {2003}
}

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Abstract

D/2003/7012/43 Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics, Internet distrust, Internet offer, and Internet window-shopping. Except from having the same basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also led to the same segments in both countries. Four online shopping segments (Tentative Shoppers, Suspicious Learners, Shopping Lovers and Business Users) and four online nonshopping segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of Internet Usage, Internet attitude, psychographic and demographic characteristics.

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