Abstract
The goal of this research is to segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. Data were collected from members of two consumer panels of a women's fashion retailer. In total, 538 women who made purchases on the fashion retailer's website completed the survey. The results reveal four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles have also been identified, each with different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans.
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