Exploring web user styles in B2C e-commerce
by Nancy L. Martin, David T. Green, Kimberly Furumo
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 1, No. 2, 2006

Abstract: This study examines web user styles in a B2C e-commerce setting. A group of 389 upper level business students completed a survey on general user styles and participated in an online simulation using the Best Buy website. A cluster analysis was performed to better understand user styles. A two-cluster solution was defined, labelled Followers and Finders. The Mann-Whitney analysis found a significant difference between the two clusters based on intention to make a transaction with the website. Discussion and implications are presented for this exploratory study.

Online publication date: Wed, 04-Oct-2006

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