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This paper develops a typology based upon motivations for shopping online. An analysis of these motives, including online convenience, physical store orientation (e.g., immediate possession and social contact), information use in planning and shopping, and variety seeking in the online shopping context, suggests the existence of four shopping types. These four types are labeled convenience shoppers, variety seekers, balanced buyers, and store-oriented shoppers. The convenience shopper is more motivated by convenience. The variety seeker is substantially more motivated by variety seeking across retail alternatives and product types and brands than any other shopping type. Balanced buyers are moderately motivated by convenience and variety seeking. The store-oriented shoppers are more motivated by physical store orientation (e.g., the desire for immediate possession of goods and social interaction). Shopping types are profiled in terms of background variables and the propensity to shop online. The results are contrasted with a matched sample of off-line shoppers. Implications of this typology for theory and practice are discussed.
Andrew J Rohm, Vanitha Swaminathan, "A typology of online shoppers based on shopping motivations", Journal of Business Research, Volume 57, Issue 7, 2004. Pages 748-757, https://doi.org/10.1016/S0148-2963(02)00351-X."