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Determinants Of Consumer Behavior In An E-Commerce Environment, Xiang Xue

Electronic Theses and Dissertations

Online specialty food and beverage marketing has developed rapidly in the last decade. With the obvious increase in the sales income, researchers showed more and more interests in this promising market. Previous studies in this field primarily focused on the demographic profiling of the online specialty food consumers as well as initial analysis in the factors that motivate their purchase behavior. However, it is far from fully explaining consumer's online shopping activities. In order to solve these problems, new methods should be attempted to determine the factors influencing consumer's online buying behavior. A cluster analysis was developed to identify what …