TY - GEN
T1 - The experiential preferences of the online consumers in different internet shopping lifestyles towards online shopping websites
AU - Chu, Yen Lee
AU - Lee, Jiub-De
PY - 2007/12/1
Y1 - 2007/12/1
N2 - Consumers nowadays are too often to purchase or consume through internet, thus, their requirements towards online shopping are seemingly higher than before. Subsequently the online shopping vendors are supposed to satisfy the consuming experience of shoppers that come from different kinds of levels in order to compete in this market. This research is based on Schmitt's (1999/2003) Strategic Experiential Modules and Lifestyles Theory. By using the quantitative method, this study figured out the experiential strategy and designed elements that were preferred by the consumers from dissimilar lifestyle who surfed in different kind of online shopping websites. According to the results of this study, Taiwan online consumers could be divided into three lifestyle groups: online shopping avoider, online shopping lovers and fearful online shoppers. Among the online specialty consumers, the online shopping avoider, the online shopping lovers and the fearful online shoppers paid attention on sensory experiences, affective experiences and relational experiences, respectively. Whereas, among the online shopping mall shoppers, online shopping avoider and online shopping lovers insisted on sensory experiences and interaction experiences respectively.
AB - Consumers nowadays are too often to purchase or consume through internet, thus, their requirements towards online shopping are seemingly higher than before. Subsequently the online shopping vendors are supposed to satisfy the consuming experience of shoppers that come from different kinds of levels in order to compete in this market. This research is based on Schmitt's (1999/2003) Strategic Experiential Modules and Lifestyles Theory. By using the quantitative method, this study figured out the experiential strategy and designed elements that were preferred by the consumers from dissimilar lifestyle who surfed in different kind of online shopping websites. According to the results of this study, Taiwan online consumers could be divided into three lifestyle groups: online shopping avoider, online shopping lovers and fearful online shoppers. Among the online specialty consumers, the online shopping avoider, the online shopping lovers and the fearful online shoppers paid attention on sensory experiences, affective experiences and relational experiences, respectively. Whereas, among the online shopping mall shoppers, online shopping avoider and online shopping lovers insisted on sensory experiences and interaction experiences respectively.
KW - Experiential marketing
KW - Lifestyles
KW - Online shopping
UR - http://www.scopus.com/inward/record.url?scp=38149072488&partnerID=8YFLogxK
U2 - 10.1007/978-3-540-73111-5_1
DO - 10.1007/978-3-540-73111-5_1
M3 - Conference contribution
AN - SCOPUS:38149072488
SN - 9783540731092
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 3
EP - 11
BT - Human-Computer Interaction
T2 - 12th International Conference on Human-Computer Interaction, HCI International 2007
Y2 - 22 July 2007 through 27 July 2007
ER -