|
George Balabanis and Vangelis Souitaris
|
| bet | 6/7 | | Sana | 21.06.2020 | | Hajmi | 186 Kb. | | #10393 |
Figure 1. Matching Differentiation Strategies and Benefit Segments of Online Shoppers
Differentiation
Strategies in
Online Retailing
Convenience Customer Care Customisation
Value for money
Product Quality
Interactivity
Web-site Character
Product Assortment
Loyalty
Satisfaction
Market Scope
Goal oriented shoppers
Experiential shoppers
Mixed motivation shoppers
Figure 2: Effective differentiation strategies for goal oriented shoppers
Figure 3: Effective differentiation strategies for experiential shoppers
Table 1. Descriptive information for the 3 clusters
|
|
Goal-oriented
|
Experiential
|
Names of clusters
|
Cluster
|
Proportion
|
Mean
|
Mean
|
|
1
|
45.5%
|
5.82
|
2.582
|
Goal oriented
|
2
|
20.5%
|
4.63
|
3.45
|
Mixed-orientation
|
3
|
34%
|
5.33
|
5.01
|
Experiential
|
|
|
|
|
|
Total
|
100%
|
5.41
|
3.58
|
|
Table 2. Profiles of clusters
|
Goal Oriented
|
Mixed Orientation
|
Experiential
|
Total
|
Test Difference
|
Female
|
41.8%
|
31.7%
|
52.9%
|
43.5%
|
χ2(2)=4.98 p=0.086
|
|
|
|
|
|
|
Age (mean)
|
40.9
|
41.6
|
35.8
|
39.3
|
F=2.037, p=0.134
|
Income (mean)
|
£25.1K
|
£24.4K
|
£22.0K
|
£23.9K
|
F=0.436, p=0.647
|
Education (years )
|
15.2
|
15.6
|
15.6
|
15.4
|
F=0.274, p=0.761
|
Weekly expenditure on e-shopping of groceries
|
£27.0
|
£28.7
|
£27.1
|
£27.4
|
F=0.152 p=0.859
|
e-shopping frequency per month
|
2.75
|
2.87
|
2.79
|
2.79
|
F=0.820, p=0.921
|
|
|
|
|
|
|
Attributes
|
|
|
|
|
|
Customisation
|
4.80
|
4.37
|
4.22
|
4.52
|
F=3.763, p=0.025
|
Care
|
4.80
|
5.02
|
4.43
|
4.72
|
F=2.040 p= 0.133
|
Character
|
4.66
|
4.77
|
4.82
|
4.74
|
F=0.336 p=0.715
|
Convenience
|
5.40
|
5.20
|
5.23
|
5.30
|
F=0.541 p=0.583
|
Interactivity
|
5.33
|
5.13
|
5.57
|
5.37
|
F=1.646 p=0.195
|
Product Quality
|
5.13
|
5.03
|
5.19
|
5.13
|
F=0.187 p=0.829
|
Product Assortment
|
5.02
|
4.97
|
5.01
|
5.01
|
F=0.019 p=0.981
|
Value For Money
|
5.02
|
5.07
|
5.04
|
5.04
|
F=0.019 p=0.981
|
Loyalty
|
4.49
|
4.44
|
4.81
|
4.59
|
F=1.917p=0.150
|
Satisfaction
|
4.93
|
4.76
|
4.56
|
4.77
|
F=1.195P=0.305
|
Table 3. Regression Analysis -Dependent variable: Satisfaction
|
Goal Oriented
|
Experientials
|
All Groups
|
interact
|
|
Beta
|
Sig.
|
Beta
|
Sig.
|
Beta
|
Sig.
|
Sig
|
Customisation
|
-0.024
|
0.781
|
0.323
|
0.001
|
0.100
|
0.065
|
0.002
|
Customer Care
|
0.232
|
0.012
|
0.132
|
0.103
|
0.163
|
0.003
|
0.011
|
Web site Character
|
0.082
|
0.335
|
-0.006
|
0.945
|
0.036
|
0.496
|
0.540
|
Convenience
|
0.184
|
0.042
|
-0.193
|
0.017
|
-0.031
|
0.571
|
0.003
|
Interactivity
|
-0.013
|
0.884
|
0.095
|
0.271
|
0.035
|
0.527
|
0.644
|
Product Quality
|
0.093
|
0.387
|
0.119
|
0.235
|
0.044
|
0.493
|
0.313
|
Product Assortment
|
0.160
|
0.171
|
0.310
|
0.003
|
0.294
|
0.000
|
0.006
|
Value for Money
|
0.341
|
0.004
|
0.278
|
0.005
|
0.365
|
0.000
|
0.000
|
|
|
|
|
|
|
|
|
R2
|
0.645
|
0.000
|
0.714
|
0.000
|
0.599
|
0.000
|
|
|
| |
