Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception

July 28-August 01

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http://doi.ieeecomputersociety.org/10.1109/SAINT.2008.75

2008 International Symposium on Appli ...

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	Kanokwan Atchariyachanvanich, Noboru Sonehara, "Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception," Applications and the Internet, IEEE/IPSJ International Symposium on, pp. 429-432, 2008 International Symposium on Applications and the Internet, 2008.

	BibTex	x
	@article{ 10.1109/SAINT.2008.75, author = {Kanokwan Atchariyachanvanich and Noboru Sonehara}, title = {Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception}, journal ={Applications and the Internet, IEEE/IPSJ International Symposium on}, volume = {0}, year = {2008}, isbn = {978-0-7695-3297-4}, pages = {429-432}, doi = {http://doi.ieeecomputersociety.org/10.1109/SAINT.2008.75}, publisher = {IEEE Computer Society}, address = {Los Alamitos, CA, USA}, }

	RefWorks Procite/RefMan/Endnote	x
	TY - CONF JO - Applications and the Internet, IEEE/IPSJ International Symposium on TI - Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception SN - 978-0-7695-3297-4 SP429 EP432 A1 - Kanokwan Atchariyachanvanich, A1 - Noboru Sonehara, PY - 2008 KW - cluster analysis KW - trust KW - customer profile VL - 0 JA - Applications and the Internet, IEEE/IPSJ International Symposium on ER -

Kanokwan Atchariyachanvanich

Noboru Sonehara

Understanding how consumers perceive the market is a necessity for an E-commerce (EC) site's survival. The number of EC consumers has been increasing, and customer’s trust in EC has become a critical issue. The objective of our study was to apply a two-step cluster analysis in profiling EC consumers’ demographic characteristics and perception of trust in EC. The findings suggest four clusters. The cluster of respondents most concerned with trust consisted of technical experts and engineers who were 30- to 39-year-old single males, and the cluster of respondents less concerned with trust consisted of above 60-year-old married unemployed and retired males.

Index Terms:

cluster analysis, trust, customer profile

Citation:

Kanokwan Atchariyachanvanich, Noboru Sonehara, "Cluster Analysis of E-Commerce Customer Profiles Based on Trust Perception," saint, pp.429-432, 2008 International Symposium on Applications and the Internet, 2008

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