Customers’ Online Purchase Intentions and Customer Segmentation During the Period of COVID-19 Pandemic

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-05-26 DOI:10.1080/15332861.2021.1927435

Ezgi Akar

引用次数: 19

Abstract

Abstract Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.

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新冠肺炎疫情期间客户在线购买意愿与客户细分

研究人员研究了各种因素对消费者网上购物行为的影响。目前尚不清楚的是，消费者对疫情的担忧对其购买意愿和购买行为的影响。这项研究基于对土耳其520名在线客户的调查，旨在调查与大流行相关的客户购买意愿。我们分析了它在客户细分中的作用。我们通过引入客户对流行病影响的关注，扩展了计划行为理论。用偏最小二乘法检验假设，结果表明，消费者对疫情的担忧对他们的购买意愿产生了影响。我们还通过使用从假设检验中获得的心理变量，发现了三个客户群。与大流行病有关的关切是客户细分的一个决定因素。我们提供了一个令人兴奋的机会来提高我们对客户细分和客户在线购物方式的了解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.