中国科学院行为科学重点实验室知识库

This study described a five-factor typology of online consumers' motivations labeled as the functional shopper, the following shopper, the surfing shopper, conflicting shopper and e-laggard, and a five-factor typology of the clickstream data labeled as the functional browser, the hedonic browser, the impulsive browser, the comparative browser and the knowledge building browser by cluster analysis. A correspondence analysis for two typologies demonstrated an independent cluster frame with limited correspondence. Theoretical and marketing implications are discussed.