Power Buyer or Cautious Shoppers?

Andrew Elder

This paper describes the results of a segmentation analysis of attitudes towards electronic commerce.

Power Buyers or Cautious Shoppers?Segmenting the ECommerce Market

Andrew ElderMarketing Sciences, IntelliQuest, Inc., United States

INTRODUCTION

The speed with which the Internet has become ensconced as a medium for communication, education, and entertainment nearly defies description. The rapid development of the online environment is readily apparent in the world of commerce, in which consumers are only just beginning to reap the benefits offered by electronic transactions over the World Wide Web. Current levels of electronic commerce (or ecommerce) have already dwarfed online business expectations of a few years ago, and appears poised to grow exponentially in the coming...

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