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.
Mahfouz, Ahmed, "A CATEGORIZATION AND ALGORITHM FOR DETERMINING ONLINE SHOPPING BEHAVIOR IN A B2C ECOMMERCE CONTEXT" (2007). MWAIS 2007 Proceedings. 35.