Purpose – Online auctions have attracted emotional shoppers through exciting shopping processes
such as searching and bidding. The recreational and emotional worth of online auction shopping
forces auction retailers to develop tailored strategies for their consumers. To this end, this study aimed
to classify online auction shoppers based on their emotional shopping motivations and examine the
relations of demographics (i.e. age, gender, income, and education) and psychographics
(i.e. impulsiveness, variety-seeking tendency, price sensitivity, and risk-consciousness) to online
auction shopper groups.
Design/methodology/approach – The data were collected via an online questionnaire utilizing
a pre-recruited consumer panel that had experience of online auction shopping during the past 12
months. Existing measurement scales were adopted and tested for validity and reliability in the
processes of academic expert review, expert debriefing, the pretest, and the main study. The
measures consisted of consumer psychographics (i.e. impulsiveness, variety seeking, price
consciousness, and risk consciousness), emotional shopping motivations (i.e. adventure and
gratification), and demographic variables. The analyses of the study proceeded in two stages.
First, a cluster analysis uncovered auction shopper segments that emerged from the two
dimensions of emotional shopping motivation. Second, regression analyses determined the
predictive powers of demographic and psychographic variables in discriminating auction shopper
segments.
Purpose – Online auctions have attracted emotional shoppers through exciting shopping processes
such as searching and bidding. The recreational and emotional worth of online auction shopping
forces auction retailers to develop tailored strategies for their consumers. To this end, this study aimed
to classify online auction shoppers based on their emotional shopping motivations and examine the
relations of demographics (i.e. age, gender, income, and education) and psychographics
(i.e. impulsiveness, variety-seeking tendency, price sensitivity, and risk-consciousness) to online
auction shopper groups.
Design/methodology/approach – The data were collected via an online questionnaire utilizing
a pre-recruited consumer panel that had experience of online auction shopping during the past 12
months. Existing measurement scales were adopted and tested for validity and reliability in the
processes of academic expert review, expert debriefing, the pretest, and the main study. The
measures consisted of consumer psychographics (i.e. impulsiveness, variety seeking, price
consciousness, and risk consciousness), emotional shopping motivations (i.e. adventure and
gratification), and demographic variables. The analyses of the study proceeded in two stages.
First, a cluster analysis uncovered auction shopper segments that emerged from the two
dimensions of emotional shopping motivation. Second, regression analyses determined the
predictive powers of demographic and psychographic variables in discriminating auction shopper
segments.
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