Contributions and implications
Theoretical contributions
This study provided customer segmentation by using Latent-Class Cluster Analysis and focusing on purchase channels and media touchpoints. Further, we identified the psychographic and demographic covariates that impact segment membership. We discuss the theoretical implication of our findings below.
Comparisons of segments based on actual behavioral data with past studies
The segmentation based on actual behavioral data in this study has provided results that support the findings from past studies. With regard to the concept of segmentation results, the seven segments obtained in this study are classified into three, just as in Konus et al. (2008) (more precisely, into four store-focused customer segments, one uninvolved shopper segment, and two multichannel enthusiast segments). Furthermore, with regard to media touchpoints, as in the case of Sands et al. (2016), we identified two research shopper segments that used many online information contacts but made actual purchases in bricks-and-mortar stores. Additionally, we obtained findings that are consistent with previous studies with regard to the individual differences between these segments. More concretely, we found among multichannel enthusiasts those with high innovativeness and who seek pleasant shopping experiences (Konus et al., 2008; Wang et al., 2014).
