A comparison of the behavior of different customer clusters towards Internet bookstores

This research was initiated in an attempt to understand customer intentions towards purchasing from an Internet bookstore. Ajzenʹs theory of planned behavior was used to predict the intentions and behavior of different customer groupings based on their lifestyle and personality. Factor and cluster analyses were used to segment the sample into three clusters. Data were then collected in seven colleges in Taiwan. After analyzing the results, various relationships between attitudes, subjective norms, perceived behavioral control, behavioral intention and real behavior were determined for the different groups.