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Consumer Identity Inventory: A New Tool For Segmenting Online Consumers?

Table 2:

 Identities Perceived risk of online buying Attitude toward online buying Online buying intention
Online buyer -,175** ,497** ,686**
Trend follower ,263** ,306**
Researcher ,232** ,242**
Technology lover ,213** ,213**
Advisor ,211** ,205**
Secondhand seller , ,203**
Stocker ,107* ,199**
Crowd-avoider ,210** ,179**
Keeper ,117* ,156**
Quality oriented ,137* ,155**
Secondhand buyer ,133*
Brand loyal -,145** ,129* ,144**
Rational ,136* ,130*
The queen/king ,112*
Advice seeker ,200** ,166**
Wasteful -,123*
Looking for durability ,130* ,153**
Suspicious ,127*
Cognitive closer -,112*
Internet avoiders ,190** -,563** -,711**
Health conscious ,141** -,119*
Non-loyal ,128* -,147** -,146**
Shy -,155** -,142**
Waste avoider -,127*
Re-user ,173** -,125* -,118*
Bazaar lover ,168** -,113*
Donor -,142** -,111*
Green -,110*
Simple -,138*
Origin oriented -,185**
Budget planner ,208**
Choosy ,181**
Forethoughtful ,153**
Religious ,145**
Attentive user ,143**
Frugal ,141**
Local shopper ,131*
Energy/water saver ,132*
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