A typology of online window shopping consumers

Fang Liu, Rong Wang, Ping Zhang, Meiyun Zuo

Research output: Contribution to conferencePaperpeer-review

6 Scopus citations


Consumer online shopping behaviors are well attended in the IS and marketing literature. Yet, there is another group of individuals who spend a lot of time online but do not purchase anything. This online window shopping phenomenon is intriguing to both scholars and marketers yet it is less studied and little understood. Questions such as what the online window shopping consumers do during their visits, how to differentiate their activities and how to design marketing strategies to stimulate them to buy are all essential and beg for investigation. To address this gap, we propose a typology of online window shopping consumers based on the Consumer Information Processing Model, then empirically validate and refine the typology using a set of clickstream data. The final typology contains four main types of online window shopper consumers: 1) promotion finders, 2) social & hedonic experience seekers, 3) information gatherers, and 4) learners & novices. This study extends consumer online behavior research in both e-commerce and social commerce by focusing on the specific group of consumers who only do online window shopping. Besides theoretical contributions, the findings also provide marketers and businesses with valuable references for designing targeted marketing strategies or promotional activities for online window shopping consumers.

Original languageEnglish (US)
StatePublished - 2012
Event16th Pacific Asia Conference on Information Systems, PACIS 2012 - Ho Chi Minh City, Viet Nam
Duration: Jul 11 2012Jul 15 2012


Other16th Pacific Asia Conference on Information Systems, PACIS 2012
Country/TerritoryViet Nam
CityHo Chi Minh City


  • Consumer behaviors
  • E-commerce
  • Online window shopping
  • Social commerce
  • Typology

ASJC Scopus subject areas

  • Information Systems


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