Consumer Identity Inventory: A New Tool For Segmenting Online Consumers?
Table 2:
Identities | Perceived risk of online buying | Attitude toward online buying | Online buying intention |
Online buyer | -,175** | ,497** | ,686** |
Trend follower | ,263** | ,306** | |
Researcher | ,232** | ,242** | |
Technology lover | ,213** | ,213** | |
Advisor | ,211** | ,205** | |
Secondhand seller | , | ,203** | |
Stocker | ,107* | ,199** | |
Crowd-avoider | ,210** | ,179** | |
Keeper | ,117* | ,156** | |
Quality oriented | ,137* | ,155** | |
Secondhand buyer | ,133* | ||
Brand loyal | -,145** | ,129* | ,144** |
Rational | ,136* | ,130* | |
The queen/king | ,112* | ||
Advice seeker | ,200** | ,166** | |
Wasteful | -,123* | ||
Looking for durability | ,130* | ,153** | |
Suspicious | ,127* | ||
Cognitive closer | -,112* | ||
Internet avoiders | ,190** | -,563** | -,711** |
Health conscious | ,141** | -,119* | |
Non-loyal | ,128* | -,147** | -,146** |
Shy | -,155** | -,142** | |
Waste avoider | -,127* | ||
Re-user | ,173** | -,125* | -,118* |
Bazaar lover | ,168** | -,113* | |
Donor | -,142** | -,111* | |
Green | -,110* | ||
Simple | -,138* | ||
Origin oriented | -,185** | ||
Budget planner | ,208** | ||
Choosy | ,181** | ||
Forethoughtful | ,153** | ||
Religious | ,145** | ||
Attentive user | ,143** | ||
Frugal | ,141** | ||
Local shopper | ,131* | ||
Energy/water saver | ,132* |