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The Diversified Online Shopper: Website Feature Preferences and Individual Characteristics

Dey, Shohag
http://rave.ohiolink.edu/etdc/view?acc_num=csu1198799409

Abstract Details

2007, Master of Arts in Psychology, Cleveland State University, College of Science.
The current study examined the nature of diversified online shoppers with respect to existing differences in their level of website feature preferences, Internet experience (usage and shopping behaviors) and individual demographic characteristics. Using an online survey, 540 individuals residing within United States responded to questions concerning their demographics, extent of Internet usage, online visiting and purchasing behaviors and preference for website features. Individuals were categorized into different user groups- low, medium and high, depending on the extent of their self-reported diversified online shopping across the nine specific product categories. Since shopping referred to both browsing of online information and online purchasing, this categorization was done separately for both browsing and purchasing behaviors. The study found that an individual’s diversified online browsing behavior was different from one’s diversified online purchasing behavior. With regard to their diversified online browsing, significant group differences were found between the three browser groups in their preference for website features and Internet experience. The typical diversified online browser was more likely to be affluent and male. With regard to the individuals’ online purchasing behavior, the low, medium and high diversified purchasers were found to differ significantly from one another in their website feature preferences as well as Internet experience. And the typical diversified online purchaser was more likely to be highly educated, affluent and male. Implications of these results as well as limitations of the current study were discussed.
Brian Blake (Advisor)
193 p.
Diversified Online Shopper; Diversified Online Shopping; Online Shopping; Internet Shopping; Online Browsing; Online Purchasing; Website Feature Preferences; Internet Experience; Internet Usage; Generic Online Shopping Behaviors; Demographics

Recommended Citations

Citations

  • Dey, S. (2007). The Diversified Online Shopper: Website Feature Preferences and Individual Characteristics [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1198799409

    APA Style (7th edition)

  • Dey, Shohag. The Diversified Online Shopper: Website Feature Preferences and Individual Characteristics. 2007. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1198799409.

    MLA Style (8th edition)

  • Dey, Shohag. "The Diversified Online Shopper: Website Feature Preferences and Individual Characteristics." Master's thesis, Cleveland State University, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=csu1198799409

    Chicago Manual of Style (17th edition)

csu1198799409
2,128
© 2007, all rights reserved.
This open access ETD is published by Cleveland State University and OhioLINK.