KOREASCHOLAR

This study aims to investigate online commerce repertoire-based clusters and their characteristics with shopping values and commerce attributes. This study analyzes Nielsen panel log data that recorded nearly 6,000 panelists’ use of 48 major commerce websites and mobile applications. In addition, a survey was conducted with a sample of the panelists, which supplemented the behavioral data and provided cognitive and attitudinal data. Six commerce clusters were identified: “Social commerce centric,” “Secondhand centric,” “PC centric,” “scattered,” “Home-shopping centric,” and “Fashion centric". Also, “Hedonic” was statistically significant and “Quick delivery,” “Membership” are perceived to be effective. Also, there were discrepancies between the log and survey on usage. As online marketing and advertising driving conversion becomes critical, the understanding of online commerce repertoires and related consumer perceptions and characteristics should offer significant implications.

• Sola Yoon(Korea University, South Korea)
• Sejung Marina Choi(Korea University, South Korea)