Consumer segments in social commerce: A latent class approach

Volume: 16, Issue: 3, Pages: 279 - 292
Published: Dec 22, 2016
Abstract
Social commerce is thriving; therefore, it becomes essential to recognize different types of social commerce shopper. In this study, we assume that social networking sites such as Facebook contain differently behaving consumer segments. Based on the assumption that the majority of social commerce shoppers are young adults, we are interested in identifying unobservable shopper segments that the young group may contain. A conceptual model has been...
Paper Details
Title
Consumer segments in social commerce: A latent class approach
Published Date
Dec 22, 2016
Volume
16
Issue
3
Pages
279 - 292
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