Análisis de tipologías de segmentación de usuarios en comercio electrónico

Agudo Peregrina, Ángel and Pascual Miguel, Félix José and Chaparro Pelaez, Jose Julian (2012). Análisis de tipologías de segmentación de usuarios en comercio electrónico. In: "XVI Congreso de Ingeniería de Organización.", 18/07/2012 - 20/08/2012, Vigo (España). pp. 1500-1507.

Description

Title: Análisis de tipologías de segmentación de usuarios en comercio electrónico
Author/s:
  • Agudo Peregrina, Ángel
  • Pascual Miguel, Félix José
  • Chaparro Pelaez, Jose Julian
Item Type: Presentation at Congress or Conference (Article)
Event Title: XVI Congreso de Ingeniería de Organización.
Event Dates: 18/07/2012 - 20/08/2012
Event Location: Vigo (España)
Title of Book: 6th International Conference on Industrial Engineering and Industrial Management
Date: 2012
Subjects:
Faculty: E.T.S.I. Telecomunicación (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

Despite the growth experienced by e-commerce in recent years, results in terms of adoption rates and revenue are still far from the predictions made a few years ago. In order to achieve the expected growth rates, characteristics of con-sumers have to be studied so that an offer adapted to the customers' needs may be developed. In recent years, various methods have been used to perform consumer segmentations. In this paper we have analyzed and classified the articles published on e-commerce segmentation according to five criteria: country, target audience, type of segmentation variables, objective of segmentation and influence of product types. The results of the analysis show a small number of papers, mainly empiri-cal, that have provided only partial conclusions. New research options are pro-posed in the final section.

More information

Item ID: 19943
DC Identifier: http://oa.upm.es/19943/
OAI Identifier: oai:oa.upm.es:19943
Deposited by: Memoria Investigacion
Deposited on: 25 Sep 2013 16:18
Last Modified: 21 Apr 2016 21:53
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