Power buyers or cautious shoppers?

Date of publication: June 15, 1999

Author: Andrew Elder

Abstract:

This paper describes the result of a segmentation analysis of attitudes towards electronic commerce. A random sample of Internet users in the United States formed five distinct segments with varying beliefs concerning the usefulness security and convenience of e-commerce. These segments have been profiled extensively and compared against similar segmentation results obtained from a Web-based convenience sample.

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