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Title:
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A NETWORKED E-CONSUMER PROFILE: THE VALUE OF E-EXPERIENCE AND SOCIAL MEDIA PEER COMMUNICATION |
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Author(s):
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Ana Torres, Francisco Vitorino Martins |
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ISBN:
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978-989-8704-11-5 |
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Editors:
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Piet Kommers, Pedro Isaías, Claire Gauzente, Miguel Baptista Nunes, Guo Chao Peng and Mário Macedo |
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Year:
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2014 |
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Edition:
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Single |
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Keywords:
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e-consumer behavior, e-shopping experience, social networks |
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Type:
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Full Paper |
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First Page:
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152 |
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Last Page:
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159 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This research proposes a networked e-consumer profile based on consumers characteristics and behavior: online shopping experience, Internet and social networks use, search behavior, recommendation behavior and demographics. Survey data from 308 participants who purchased from a leading online retailer and engaged in peer communications through online social networks were used in order to profile the networked e-consumer. The study empirically verifies that the typical networked e-consumer tends to be younger, highly educated which are in the highest occupation levels, e-experienced, skillful, give product and site recommendations to their connections and actively participate in several online social networks. Most of the results and conclusions are consistent with other antecedent research and provide useful orientations to guide e-business managers on actions they can take. Finally, some strategic recommendations and suggestions for further investigation are presented. |
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