Abstract

Online shopping behavior can be classified as experiential, utilitarian, and mixed. A questionnaire administered in a laboratory setting was given to several hundred subjects to categorize them along those levels, based on a classification algorithm. The current investigation complements the existing businessto- consumer e-commerce research by defining online shopping behavior in a more complex and comprehensive way. Online shopping behavior is categorized along a ternary classification instead of the traditional binary one in the literature. With the inclusion of mixed behavior, the three-level classification portrays a more realistic representation of the complex consumer behavior over the simpler, polarized, and dichotomous grouping of experiential versus utilitarian behavior.

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