Abstract
Internet shopping has seen tremendous growth over the past few years. However, its adoption has been slower in Hong Kong and purchasing online still accounts for only a small fraction of total retail sales in this city. Against such a background, the need to identify target market segments is heightened. This paper discusses the application of cluster analysis to segmenting the Internet shopping market in Hong Kong. In total nine market segments are identified and profiled among the three major groups of Internet users, Internet shoppers and non-Internet users. Implications for practitioners are also discussed.
| Original language | English |
|---|---|
| Title of host publication | 2005 Academy of Marketing Conference |
| Subtitle of host publication | building business, shaping society |
| Editors | K. Ghallachoir |
| Place of Publication | Ireland |
| Publisher | Dublin Institute of Technology |
| Pages | 1-13 |
| Number of pages | 13 |
| ISBN (Print) | 9781905824007 |
| Publication status | Published - 2005 |
| Event | Academy of Marketing Conference (2005) - Dublin, Ireland Duration: 5 Jul 2005 → 7 Jul 2005 |
Conference
| Conference | Academy of Marketing Conference (2005) |
|---|---|
| City | Dublin, Ireland |
| Period | 5/07/05 → 7/07/05 |
Keywords
- Internet shopping
- market segmentation
- cluster analysis
- diffusion
- Hong Kong