Segmenting the Hong Kong Internet shopping market

Greg Elliott, Sai Keung Li

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publication2005 Academy of Marketing Conference
Subtitle of host publicationbuilding business, shaping society
EditorsK. Ghallachoir
Place of PublicationIreland
PublisherDublin Institute of Technology
Number of pages13
ISBN (Print)9781905824007
Publication statusPublished - 2005
EventAcademy of Marketing Conference (2005) - Dublin, Ireland
Duration: 5 Jul 20057 Jul 2005


ConferenceAcademy of Marketing Conference (2005)
CityDublin, Ireland


  • Internet shopping
  • market segmentation
  • cluster analysis
  • diffusion
  • Hong Kong


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