Consumer segmentation by online information search behavior in Yinchuan, China

• Main Authors: Beiyu, Zhu, Hashim, Ahmad Hariza, Osman, Syuhaily, Abu Bakar, Elistina
• Format: Article
• Language: English
• Published: Asian Online Journals 2016
• Online Access: http://psasir.upm.edu.my/id/eprint/55367/1/Consumer%20segmentation%20by%20online%20information%20search%20behavior%20in%20Yinchuan%2C%20China.pdf; http://psasir.upm.edu.my/id/eprint/55367/

Consumers in China increasingly rely on the Internet for product information, especially for high involvement product categories, such as automobiles. Although Chinese differ from Europeans in terms of their online information search behavior, little research has been conducted in an effort to inves...