Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception

Author

Atchariyachanvanich, Kanokwan ; Sonehara, Noboru

Author_Institution

Nat. Inst. of Inf., Tokyo

fYear

2008

fDate

July 28 2008-Aug. 1 2008

Firstpage

429

Lastpage

432

Abstract

Understanding how consumers perceive the market is a necessity for an E-commerce (EC) site´s survival. The number of EC consumers has been increasing, and customerpsilas trust in EC has become a critical issue. The objective of our study was to apply a two-step cluster analysis in profiling EC consumerspsila demographic characteristics and perception of trust in EC. The findings suggest four clusters. The cluster of respondents most concerned with trust consisted of technical experts and engineers who were 30- to 39-year-old single males, and the cluster of respondents less concerned with trust consisted of above 60-year-old married unemployed and retired males.

Keywords

customer profiles; electronic commerce; pattern clustering; cluster analysis; consumer demographic characteristics; e-commerce customer profiles; e-commerce site; trust perception; Authorization; Companies; Customer profiles; Data security; Demography; Economic forecasting; Electronic commerce; Informatics; Internet; Unemployment; cluster analysis; customer profile; trust;

fLanguage

English

Publisher

ieee

Conference_Titel

Applications and the Internet, 2008. SAINT 2008. International Symposium on

Conference_Location

Turku

Print_ISBN

978-0-7695-3297-4

Type

conf

DOI

10.1109/SAINT.2008.75

Filename

4604628