Majid Esmaeilpour

Background: This research is in the field of market segmentation. Aim: The purpose of this research is to segment the users of the Digikala online store and provide strategies for each of these segments. Methodology: This research is descriptive-analytical in terms of its purpose in the category of applied research and in terms of the nature of data in the category of quantitative research and also in terms of the method of data collection, which describes and interprets the conditions and relationships between variables. This is a descriptive research in terms of execution method except for survey researches and in terms of time it is in the field of cross-sectional researches, the purpose of which is to develop applied knowledge in line with a specific topic. The current study describes the research variables using the criteria of the LRFM model to identify and categorize digital goods customers. Conclusions: At first, by examining the demographic information of the customers from whom the research data was collected, it can be stated that most of the customers, i.e. about 52%, are women. So, based on the statistical sample, it can be said that women are more inclined to buy from online stores. Also, by examining the educational qualifications of these people, it can be stated that more than 63% have a bachelor's degree, which based on the statistical sample, it can be said that the people are at least familiar with the online business environment. At the end, the age range of the customers was also checked, and about 45% are between 31 and 40 years old, based on the statistical sample, it can be said that people in this age range have more knowledge about online stores that they buy through.