Online Market Segmentation by Gen Y Consumers' Internet Use Motivations

Narcissistic Consumers' Response to Self-focused Appeal Online Advertising: Evidence from Chinese Gen Y

Although self-focused appeal has become popular for online advertising in China and most of such advertisements focus on Gen Y, researches on the effect and mechanism of such advertisements are spares. To fill the gap, the presented study focuses on one typical individual psychological trait of Gen Y, i.e., narcissism, and aims to provide a conceptual framework which captures the moderating inf...

Household Internet Use: Implications for Online Competition and Market Structure

While of considerable interest to the popular and trade press, fairly little reliable information is available about the Digital Economy, or Electronic Commerce (Wycko and Colecchia (1998), Margherio (1998)). Furthermore, despite the wealth of data available to rms engaged in online exchange, academic research on its level, growth, and impact on market structure and competition has lagged behin...

Online Reviews: Do Consumers Use Them?

The use of the WWW as a venue for voicing opinions, complaints and recommendations on products and firms has been widely reported in the popular media. However little is known how consumers use these reviews and if they subsequently have any influence on evaluations and purchase intentions of products and retailers. This study examines the effect of negative reviews on retailer evaluation and p...

A Taxonomy of Differences Between Consumers for Market Segmentation

A new taxonomy of differences between consumers is presented. It is argued that there are at least five generic types of differences between consumers: preferences for product benefits, consumer interaction effects, choice barriers, bargaining power and profitability. Recognition of these distinct types of consumer heterogeneity has implications for the identification of relevant segmentation v...

Internet Shopping: Perceptions of Offline and Online Consumers