Editing Consumer behaviour (section)

==== A typology of online consumer behaviour ====
Wendy Moe (2003)<ref>{{Cite journal|last1=Moe|first1=W.|date=2003|title=Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream|url=http://lb-primo.hosted.exlibrisgroup.com/primo_library/libweb/action/display.do?frbrVersion=7&tabs=detailsTab&ct=display&fn=search&doc=TN_sciversesciencedirect_elsevierS1057-7408(03)70174-0&indx=2&recIds=TN_sciversesciencedirect_elsevierS1057-7408(03)70174-0&recIdxs=1&elementId=1&renderMode=poppedOut&displayMode=full&frbrVersion=7&frbg=&&dscnt=0&scp.scps=scope:(LOUGH_ML),scope:(LOUGH_DSP),scope:(LOUGH_LMS),scope:(LOUGH-SFX),primo_central_multiple_fe&mode=Basic&vid=LB_VU1&srt=rank&tab=local&vl(freeText0)=Wendy%20Moe%202003&dum=true&dstmp=1494298840949|journal=Journal of Consumer Psychology|volume=13|issue=1|pages=29–39|doi=10.1207/s15327663jcp13-1&2_03|doi-broken-date=16 November 2024 |url-access=subscription}}</ref> argues that in the offline environment, consumers who are shopping in stores can be easily classified by experienced sales employees only by watching their shopping behaviours. Such classification may not appear online, but Moe and Fader<ref>{{Cite journal|last1=Moe|first1=W.|last2=Fader|first2=P.|date=2004|title=Capturing evolving visit behavior in clickstream data|journal=Journal of Interactive Marketing|volume=18|issue=1|pages=5–19|doi=10.1002/dir.10074|citeseerx=10.1.1.37.5128|s2cid=2776467}}</ref> argued that it is feasible to predict practical buying, surfing, and searching action online by investigating click patterns and repetition of visit within online behaviour. In addition, a report of E-consultancy about "benchmarking of user experience" outlined three kinds of online consuming behaviour as a valuable classification for the research of design of web pages to better serve different kinds of consuming behaviour. The three categories are: "trackers", "hunters", and "explorers".
# "Trackers" are the online consumers who are exactly looking for a product that they definitely wish to buy. They use the Internet for the information about its price, delivery methods, post-purchase service, and so on. Once they have found the proper information, little effort is needed to let them do the business.
# "Hunters" just know the categories of the product that they need, for instance, a novel for leisure time. However, they have not made specific decision on whose novel to buy. They use the Internet to find a list of product of their needed categories to make comparison. This kind of online consumer needs advice and help to do their business.
# "Explorers" do not even have the categories of product on their minds. In fact, they just want to buy something online. There is more uncertainty of this type of online consumers.