Title :
Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception
Author :
Atchariyachanvanich, Kanokwan ; Sonehara, Noboru
Author_Institution :
Nat. Inst. of Inf., Tokyo
fDate :
July 28 2008-Aug. 1 2008
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;
Conference_Titel :
Applications and the Internet, 2008. SAINT 2008. International Symposium on
Conference_Location :
Turku
Print_ISBN :
978-0-7695-3297-4
DOI :
10.1109/SAINT.2008.75
