Differences between potential, new and experienced e‐customers

Analysis of e‐purchasing behaviour

Bibliographic Data

ID12420804
AuthorsBlanca Hernández Ortega (0000-0003-0752-3202, Universidad de Zaragoza, corresponding author), Blanca Hernández‐Ortega, Julio Jiménez Martínez (0000-0001-7805-3354, Universidad de Zaragoza), Julio Jiménez‐Martínez, M José Martín‐DeHoyos (Universidad de Zaragoza)
Year2008
Volume18
Issue3
Pages248-265
Publication date2008-06-06
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/10662240810883308
OpenAlexW1555894321
LanguageEN
Citations received6
References cited60

Purpose The purpose of the paper is to analyse the evolution of e‐customer purchasing behaviour. Certain perceptions of electronic commerce (EC) may differ according to the purchasing experience of customers. Three groups of e‐customers are differentiated: potential, new and experienced. Design/methodology/approach First of all, the socio‐demographic characteristics of each group were analysed using the Chi‐squared test. Then, using ANOVA and post hoc analysis (Scheffe's test), the differences that exist in their perceptions were analysed. Findings Data analyses show that level of experience with Internet and the perceptions about EC differ according to the e‐customer. Some variables, like perceived usefulness or attitude, increase significantly as the number of interchanges grows, while others, such as perceived ease of use, tend to stabilise. It can be affirmed that there is an evolving cycle of purchasing that will continue to develop as the individual acquires experience. Practical implications This research enables the companies that want to compete in the e‐market to know the type of customer they are addressing. Moreover, the results obtained show what perceptions must be concentrated on if these companies want to capture new customers (potential e‐customers) or if they want to maintain existing customers (new and experienced). The evolution of this behaviour means that the strategies oriented to fomenting EC should stress one or another aspect depending on the target customer. Originality/value While most research indistinctly analyses the behaviour of any e‐customer, this study has considered it necessary to differentiate at least three types of e‐customers in function of their purchasing experience. Thus, this is one of the few studies that allows us to know the evolution of the perceptions related to e‐commerce

Advertising · Business · Consumer behaviour · Customer satisfaction · Originality · Perception · Purchasing · Statistics · Test (biology · Value (mathematics · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Mathematics · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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