Netpop | Portraits, a segmentation analysis of the broadband population, uncovered five user profiles whose varying attitudes and orientations toward the Web contribute to different online shopping styles. With a closer focus on non-shoppers, comparisons between them and shoppers in terms of attitudes toward the Internet and regular online activities reveal the reasons of deterring non-shoppers from shopping online.
Number of Tables & Figures: 5
Number of Pages: 12
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