Background: The rapid growth of information technology and the increasing use
of the internet have led to the emergence of a new form of retail transactions, known
as online retailing, making online shopping a daily activity for people around the
world. Shopping motivations are primarily divided into two categories: hedonic and
utilitarian motivations. Hedonic motivation (such as adventure, gratification, role,
value, social, and idea shopping motivations) and utilitarian motivation
(achievement and efficiency) were examined to obtain diverse motivational features
important for each aspect of shopping behavior (rational/impulsive shopping).
These shopping motivations are mainly embedded in the consumer’s shopping
values and the pleasures that the consumer seeks, which are crucial for obtaining
diverse motivational features important in each aspect of shopping behavior
(impulsive or rational shopping).
Aim: The main objective of this research is to segment the psychographic profiles
of online retail customers based on online shopping motivations and online
shopping behaviors. This research pursues four secondary objectives. The first
objective is to explain and identify the profile of each recognized segment based on
online shopping motivations. The second objective is to explain and identify the
profile of each recognized segment based on online shopping behaviors. The third
objective is to explain and identify the profile of each recognized segment based on
personal characteristics. The fourth objective is to provide strategies and
recommendations for identifying the recognized segments.
Methodology: The statistical population of this research consists of individuals
who have had at least one online shopping experience from online stores. The
research data were collected by distributing an online questionnaire link among 810
individuals who have had online shopping experiences from online stores, using a
non-probability convenience sampling method. To analyze the d