Multi-service usage patterns of online shoppers: integrated log and survey data

초록

This study identifies online commerce repertoire-based consumer clusters and understands their characteristics. Using online panel data from 5,804 consumers' usage of 48 commerce PC-based websites and mobile applications in Korea, behavioral data were integrated with survey responses by matching panel IDs. In the first phase, the panel log data revealed six major clusters: 'mobile open market & social commerce centric,' 'mobile secondhand market centric,' 'PC centric,' 'heterogeneous multi-service scattered,' 'mobile home-shopping centric,' and 'mobile fashion centric' clusters. In the second phase, the same sample survey panelists examined their shopping values and different commerce service-related perceptions. In the modern online commerce environment, the findings of this study demonstrate the significance of the repertoire approach by proving that consumers selectively combine multiple services according to their preferences. Furthermore, this study offers richer insights on online shopping behaviors by linking actual behavioral data with survey data that capture perceptions and preferences.

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