The experiential preferences of the online consumers in different internet shopping lifestyles towards online shopping websites

Abstract

Consumers nowadays are too often to purchase or consume through internet, thus, their requirements towards online shopping are seemingly higher than before. Subsequently the online shopping vendors are supposed to satisfy the consuming experience of shoppers that-come from different kinds of levels in order to compete in this market. This research is based on Schmitt's (1999/2003) Strategic Experiential Modules and Lifestyles Theory. By using the quantitative method, this study figured out the experiential strategy and designed elements that were preferred by the consumers from dissimilar lifestyle who surfed in different kind of online shopping websites. According to the results of this study, Taiwan online consumers could be divided into three lifestyle groups: online shopping avoider, online shopping lovers and fearful online shoppers. Among the online specialty consumers, the online shopping avoider, the online shopping lovers and the fearful online shoppers paid attention on sensory experiences, affective experiences and relational experiences, respectively. Whereas, among the online shopping mall shoppers, online shopping avoider and online shopping lovers insisted on sensory experiences and interaction experiences respectively.