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The Diversified Online Shopper: Website Feature Preferences And Individual Characteristics, Shohag Dey
The Diversified Online Shopper: Website Feature Preferences And Individual Characteristics, Shohag Dey
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The current study examined the nature of diversified online shoppers with respect to existing differences in their level of website feature preferences, Internet experience (usage and shopping behaviors) and individual demographic characteristics. Using an online survey, 540 individuals residing within United States responded to questions concerning their demographics, extent of Internet usage, online visiting and purchasing behaviors and preference for website features. Individuals were categorized into different user groups- low, medium and high, depending on the extent of their self-reported diversified online shopping across the nine specific product categories. Since shopping referred to both browsing of online information and online …