Deal or No Deal? - Asessing the Daily Deal Shopper Beurer-Zuellig, Bettina Seiler, Roger 2016-12-29T01:33:34Z 2016-12-29T01:33:34Z 2017-01-04
dc.description.abstract We build upon previous work done in online shopping segmentation but follow a customer-revealed approach by using an explorative cluster analysis on a sample of 11,848 daily deal shoppers located in Switzerland. We identify six segments into which the daily deal shoppers can be categorized: recreational shoppers, mobile shoppers, traditionalists, bargain hunters, socializers, and convenience seekers. These clusters are distinctively different in terms of shopping motives, online behavior, and demographics. By following these clusters, our research maps for the first time the field of daily deal shopping in Switzerland. Our findings have implications for business, as they suggest how to best serve different segments to enhance the customer experience, and for research, as they complement daily deal literature by identifying daily deal shopper segments.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.497
dc.identifier.isbn 978-0-9981331-0-2
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject customer segments online
dc.subject e-commerce
dc.subject hedonic
dc.subject social shopping
dc.subject utilitarian
dc.title Deal or No Deal? - Asessing the Daily Deal Shopper
dc.type Conference Paper
dc.type.dcmi Text
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