篇名 | DEVELOPMENTS AND CLASSIFICATIONS OF ONLINE SHOPPING BEHAVIOR IN GERMANY |
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卷期 | 7:2 |
作者 | Michael Brusch 、 Eva Stüber |
頁次 | 147-156 |
關鍵字 | Buyer Groups 、 E-Commerce 、 Empirical Investigation 、 Same-day Delivery |
出刊日期 | 201412 |
DOI | 10.7903/ijcse.1171 |
In the field of online shopping, new developments can be identified; e.g. the allowance of product returns (management of product returns) and the ordering and delivery of products from an Internet retailer in the same day (same-day delivery). Our contribution provides a brief overview of these developments (i.e. major trends) and of the advanced e-commerce market (in Germany). Additionally, an empirical investigation of German online shoppers will be used to describe these shoppers as a whole and to classify them into groups with similar purchasing behavior. Our paper will support the selection and addressing of proper target groups.