Apprehensive segment n Total n Special offerscoupons 15 8

Apprehensive segment n total n special offerscoupons

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Apprehensive segment n (%) Total n (%) Special offers/coupons Yes 28 (56.0) 15 (51.7) 14 (58.3) 8 (57.1) 15 (53.6) 80 (55.2) No 11 (22.0) 8 (27.6) 4 (16.7) 3 (21.4) 10 (35.7) 36 (24.8) N/A 11 (22.0) 6 (20.7) 6 (25.0) 3 (21.4) 3 (10.7) 29 (20.0) Total 50 (100.0) 29 (100.0) 24 (100.0) 14 (100.0) 28 (100.0) 145 (100.0) Description of product Yes 38 (74.5) 28 (90.3) 20 (83.3) 11 (78.6) 16 (57.1) 113 (76.4) No 7 (13.7) 2 (6.5) 3 (12.5) 2 (14.3) 12 (42.9) 26 (17.6) N/A 6 (11.8) 1 (3.2) 1 (4.2) 1 (7.1) 0 (0.0) 9 (6.1) Total 51 (100.0) 31 (100.0) 24 (100.0) 14 (100.0) 28 (100.0) 148 (100.0) Graphics/photos Yes 27 (53.0) 21 (67.7) 12 (50.0) 8 (57.1) 12 (44.4) 80 (54.4) No 15 (29.4) 7 (22.6) 7 (29.2) 3 (21.4) 12 (44.4) 44 (29.9) N/A 9 (17.6) 3 (9.7) 5 (20.8) 3 (21.4) 3 (11.1) 23 (15.6) Total 51 (100.0) 31 (100.0) 24 (100.0) 24 (100.0) 27 (100.0) 147 (100.0) Price(s) of merchandise Yes 43 (84.3) 27 (87.1) 23 (95.8) 14 (100.0) 23 (88.4) 129 (88.4) No 5 (9.8) 2 (6.5) 1 (4.2) 0 (0.0) 3 (11.5) 11 (7.5) N/A 3 (5.9) 2 (6.5) 0 (0.0) 0 (0.0) 0 (0.0) 5 (3.4) Total 51 (100.0) 31 (100.0) 24 (100.0) 14 (100.0) 26 (100.0) 146 (100.0) Total cost of purchase Yes 43 (86.0) 26 (89.7) 23 (95.8) 14 (100.0) 21 (80.8) 127 (88.8) No 4 (8.0) 1 (3.4) 1 (4.2) 0 (0.0) 4 (15.4) 10 (7.0) N/A 3 (6.0) 2 (6.9) 0 (0.0) 0 (0.0) 1 (3.8) 6 (4.2) Total 50 (100.0) 29 (100.0) 24 (100.0) 14 (100.0) 26 (100.0) 143 (100.0) Option to delete a selected item Yes 35 (68.6) 20 (69.0) 20 (83.3) 11 (84.6) 13 (52.0) 99 (69.7) No 9 (17.6) 6 (20.7) 2 (8.3) 1 (7.7) 11 (44.0) 29 (20.4) N/A 7 (13.7) 3 (10.3) 2 (8.3) 1 (7.7) 1 (4.0) 14 (9.9) Total 51 (100.0) 29 (100.0) 24 (100.0) 13 (100.0) 25 (100.0) 142 (100.0) Help service Yes 28 (56.0) 14 (46.7) 16 (66.7) 11 (78.6) 15 (60.0) 84 (58.7) No 17 (34.0) 13 (43.3) 6 (25.0) 1 (7.1) 9 (36.0) 46 (32.2) N/A 5 (10.0) 3 (10.0) 2 (8.3) 2 (14.3) 1 (4.0) 13 (9.1) Total 50 (100.0) 30 (100.0) 24 (100.0) 14 (100.0) 25 (100.0) 143 (100.0) Order confirmation Yes 35 (71.4) 27 (87.1) 21 (95.5) 12 (85.7) 19 (73.1) 114 (80.3) No 7 (14.3) 3 (9.7) 1 (4.5) 1 (7.1) 6 (23.1) 18 (12.7) N/A 7 (14.3) 1 (3.2) 0 (0.0) 1 (7.1) 1 (3.8) 10 (7.0) Total 49 (100.0) 31 (100.0) 22 (100.0) 14 (100.0) 26 (100.0) 142 (100.0) 3Cs, Confident Convenience-Oriented Comparison; N/A, Not applicable. % represents the percentage of respondents within the cluster.
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© 2004 Blackwell Publishing Ltd International Journal of Consumer Studies, 28 , 3, June 2004, pp268–283 279 L.N. McKinney Creating a satisfying internet shopping experience (55%) contributed to satisfaction. Ability to pay with gift card/certificate was a contributor of satisfaction for 32% of the Highly Involved Shoppers, but not for shop- pers included in the 3Cs segment and the Multichannel segment. The ability to pay with gift card/certificates was also not applicable to 46% of the Highly Involved Shoppers. Apathetic Shoppers Just as the Highly Involved Shop- pers indicated a relatively high number of variables that contributed to their satisfaction, the Apathetic Shop- pers also felt several variables contributed to their sat- isfaction. Size charts/fit guides (26%) and the ability to request a catalogue (32%) were unique only to the Apa- thetic Shoppers. However, this segment did indicate some of the same variables as contributors of satisfac- tion as other segments. The ability to shop by merchan- dise department (64%), the option to ship to another address (71%), and multiple shipping options (54%) were among the variables that contributed to satisfac- tion for the Apathetic Shoppers and shoppers in the 3Cs, Multichannel, and Highly Involved segments. Also, contributors of satisfaction for the Apathetic Shoppers were express checkout for frequent shoppers (43%) and the ability to store personal information (54%), which were also indicated by the 3Cs and Highly Involved Shoppers. Ability to shop by brand name (46%) and placement of information (39%) were contributors of satisfaction for the Apathetic Shoppers, as well as the Store-Preferred and Highly Involved Shoppers. Regarding placement of information, the same percentage of respondents indicated that this vari- able contributed to their satisfaction, as did those who
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