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Beyond the "mobile versus PC" dichotomy: Profiling online shoppers based on device usage
Journal Title: MERCATI & COMPETITIVITÀ 
Author/s: Francesca De Canio, Marco Ieva, Cristina Ziliani 
Year:  2017 Issue: Language: English 
Pages:  23 Pg. 99-121 FullText PDF:  486 KB
DOI:  10.3280/MC2017-002006
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Availability of a growing number of devices for information searching and purchasing online is affecting consumer habits and company strategies. This paper investigates device usage patterns in the online Deal of the Day (DoD) shopping process. The study employs a cluster analysis of respondents based on their device usage. Four clusters emerge and are profiled by means of a benefits and costs approach based on demographic and psychographic characteristics. Multi-device behaviours for information search and DoD purchasing and multi-device behaviours are found to be dominant. Smartphone exclusive users display higher purchase frequency than multi-device segments. Tablet and smartphone users are found to be Market Mavens. Several implications for marketers are discussed.
Keywords: Device usage; information search and purchase channels; online shopping; psychographic characteristics; segmentation

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Francesca De Canio, Marco Ieva, Cristina Ziliani, in "MERCATI & COMPETITIVITÀ" 2/2017, pp. 99-121, DOI:10.3280/MC2017-002006

   

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