The purpose of this chapter is to offer a better understanding of online shoppers' behaviour, so that virtual shops may improve and adapt their product offering to effectively reach their target segments. In order to achieve this goal, a characterization of motivations to shop online is proposed as a basis for motivation-based customer segmentation. Building upon this segmentation, acceptance models—namely, an adaptation of UTAUT2 to e-commerce—have been used to look further into the purchasing behavior of each identified segment. The results from the empirical study based on responses to an online questionnaire from a sample of 718 Spanish shoppers shows seven different groups of motivations and five different customer segments, and confirms different behavioral patterns in the adoption of e-commerce for different segments of customers, with special influence of effort expectancy, facilitating conditions, and perceived risk in the online shopping behaviour of individuals.
Empirical Study on the Influence Factors of Financial Crisis Based on Cox Model--taking the Data of Listed Companies in Overcapacity Industry as an Example
