Title: Exploring web user styles in B2C e-commerce

Authors: Nancy L. Martin, David T. Green, Kimberly Furumo

Addresses: College of Business and Administration, Southern Illinois University, Carbondale, IL 62901, USA. ' College of Business, Morehead State University, Morehead, KY 40351, USA. ' College of Business and Economics, University of Hawaii at Hilo, Hilo, HI 96720, USA

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.

Keywords: web users; user styles; B2C; e-commerce; electronic commerce; cluster analysis; electronic marketing; electronic advertising; e-marketing; e-advertising; online marketing; online advertising; internet marketing; internet advertising; simulation; retailing.

DOI: 10.1504/IJEMR.2006.011029

International Journal of Electronic Marketing and Retailing, 2006 Vol.1 No.2, pp.115 - 131

Published online: 04 Oct 2006 *

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