Multiple ways to segment the market of online and mobile shoppers

  • Paula Rodríguez Torrico Departamento de Economía y Administración de Empresas, Universidad de Burgos.
  • Sonia San Martín Gutiérrez Departamento de Economía y Administración de Empresas. Universidad de Burgos.
  • Rebeca San José Cabezudo Departamento de Organización de Empresas y Comercialización e Investigación de Mercados. Universidad de Valladolid.
Keywords: E-commerce, Online commerce, M-commerce, Segmentation, Profiles.

Abstract

Given the current growth of mobile and online commerce, this research attempts to review and classify the variables that can be used to characterize the profiles of the buyers and compare them in the context of online and mobile purchasing. To achieve this goal, we will use demographic, socioeconomic, psychographic, behavioral and motivational characteristics of the buyers and thus enhance the literature about the analysis of these variables.

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Published
2014-03-07
How to Cite
Rodríguez Torrico P., San Martín Gutiérrez S. y San José Cabezudo R. (2014). Multiple ways to segment the market of online and mobile shoppers. Cuadernos de Estudios Empresariales, 22, 99-128. https://revistas.ucm.es/index.php/CESE/article/view/44647
Issue
Vol. 22 (2012)
Section
Articles

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