Segmentación del comprador online en México: un estudio con base en la frecuencia de compra electrónica
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mar 14, 2019
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https://doi.org/10.30878/ces.v26n2a1
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Se examinan los patrones de consumo en internet. Con una muestra de 1 495 consumidores online, se exploran las distintas agrupaciones (tipologías) con base en su frecuencia de compra. Se empleó el análisis clúster para clasificar a los compradores mexicanos en los distintos segmentos de mercado. Los resultados muestran tres diferentes segmentos: a) frecuentes, b) ocasionales y c) esporádicos. Por medio de las tablas de contingencia y de correspondencias se analizó si las diferencias se pueden atribuir a las experiencias negativas relacionadas con la entrega del bien adquirido que experimentan los consumidores.
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AZUELA FLORES, José Ignacio; OCHOA HERNÁNDEZ, Magda Lizet; AYUP GONZÁLEZ, Jannett.
Segmentación del comprador online en México: un estudio con base en la frecuencia de compra electrónica.
CIENCIA ergo-sum, [S.l.], v. 26, n. 2, mar. 2019.
ISSN 2395-8782.
Disponible en: <https://cienciaergosum.uaemex.mx/article/view/9486>. Fecha de acceso: 18 ago. 2026
doi: https://doi.org/10.30878/ces.v26n2a1.
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Ciencias sociales
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Allred, C., Smith, S., & Swinyard, W. (2006). E-shopping lovers and fearful conservatives: A market segmentation analysis. International Journal of Retail & Distribution Management, 34(4/5), 308-333. https://doi.org/10.1108/02634501111138572.
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Anderson, R. E., & Srinivansan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138.
Barnes, S., Bauer, H., Neumann, M. & Huber, F. (2007). Segmenting cyberspace: A customer typology for the internet. European Journal of Marketing, 41(1/2), 71-93. http://dx.doi.org/10.1108/03090560710718120
Becerra, E. P., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing, 45(6), 936-962.
Bhatnagar, A. & Ghose, S. (2004). Segmenting consumers base don the benefits and risks of Internet shopping. Journal of Business Research, 57(12), 1352-1360. https://doi.org/10.1016/S0148-2963(03)00067-5.
Bigné, E., Ruiz, C., & Sanz, S. (2005). The impact of internet user shopping patterns and demographics on consumer mobile buying behavior. Journal of Electronic Commerce Research, 6(3), 193-209.
Brengman, M., Geuens, M., Weijters, B., Smith, S., & Swinyard, S. (2005). Segmenting internet shoppers based on their web-usage-related lifestyle: A cross-cultural validation. Journal of Business Research, 58, 79-88. https://doi.org/10.1016/S0148-2963(02)00476-9.
Chen, Y., Kuo, M., Wu, S., & Tang, K. (2009). Discovering recency, frequency, and monetary (RFM) sequential patterns from customers’ purchasing data. Electronic Commerce Research and Applications, 8, 241-251. https://doi.org/10.1016/j.elerap.2009.03.002.
Chiou, J., & Pan, L. (2009). Antecedents of internet retailing loyalty: Differences between heavy versus light shoppers. Journal of Business and Psychology, 24(3), 327-339.
Chong, A. Y. (2013). Mobile commerce usage activities: The roles of demographic and motivation variables. Technological Forecasting and Social Change, 80(7), 1350-1359. https://doi.org/10.1016/j.techfore.2012.12.011
Christodoulides, G., Michaelidou, N., & Siamagka, N. (2013). A typology of internet users based on comparative affective states: Evidence from eight countries. European Journal of Marketing, 47(1/2), 153-173. https://doi.org/10.1108/03090561311285493.
Cristóbal Fransi, E., Daries Ramon, N., & Baldomar, J. (2014). Segmentación de los e-consumidores: un estudio aplicado a partir de las perspectivas de uso de Internet. Cuadernos de Gestión, 14(1), 33-55.
Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research, 39, 52-58.
Ganesh, J., Reynolds, K., Luckett, M., & Pomirleanu, N. (2010). Online shopper motivations, and e-store attributes: An examination of online patronage behavior and shopper typologies. Journal of Retailing, 86(1), https://doi.org/10.1016/j.jretai.2010.01.003.
Hernández, B., Jiménez, J., & Martín, M. J. (2011). Age, gender and income: Do they really moderate online shopping behaviour? Online Information Review, 35(1), 113-133.
Hill, W., Beatty, S., & Walsh, G. (2013). A segmentation of adolescent online users and shoppers. Journal of Services Marketing, 24(5), 347-360. https://doi.org/10.1108/JSM-10-2011-0157
Iacobucci, D., & Churchill, G. (2015). Marketing research: Methodological foundations. Nashville: Earlie LiteBooks.
INEGI (Instituto Nacional de Estadística y Geografía). Encuesta Nacional sobre Disponibilidad y uso de TIC en Hogares ENDUTIH (2015). Disponible en http://www.beta.inegi.org.mx/proyectos/enchogares/regulares/dutih/2015/default.html
Joia, L. A., & Sanz, P. S. (2006). The financial potential of sporadic customers in E-Retailing: Evidence from the brazilian home appliance sector. Journal of Electronic Commerce in Organizations, 4(1), 18-32.
Kau, A., Tang, Y., & Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20(2), 139-156.
Klaus, P. (2013). The case of amazon.com: Towards a conceptual framework of online shoppers service experience (OCSE) using the emerging consensus technique (ECT). Journal of Service Marketing, 27(6), 443-457.
Liu, Y., Li, H., Peng, G., Lv, B., & Zhang, C. (2015). Online purchaser segmentation and promotion strategy selection: evidence from Chinese e-commerce market. Ann Oper Res, 233, 263-279. https://doi.org/10.1007/s10479-013-1443-z
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81-95.
Min, S., Overby, J. W., & Im, K. S. (2012). Relationships between desired attributes, consequences and purchase frequency. Journal of Consumer Marketing, 29(6), 423-435. https://doi.org/10.1108/07363761211259232.
Pappas, I., Pateli, A., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions, International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034
Prodanova, J., y San Martín Gutiérrez, S. (2013). Estudio sobre el impacto del género y las emociones en el comportamiento de compra online de viajes. Revista de análisis turístico, 2.
Punj, G., & Stewart, D. (1983). Cluster analysis in marketing research: Review and suggestions for application. Journal of Marketing Research, 20, 134-48.
Raju, C. V. L., Narahari, Y., & Ravikumar, K. (2006). Learning dynamic prices in electronic retail markets with customer segmentation. Annals of Operations Research, 143(1,), 59-75. https://doi.org/10.1007/s10479-006-7372-3.
Rodríguez-Torrico, P., San Martín, S. y San José, R. (2012). Múltiples formas para segmentar el mercado de compradores online y móvil. Cuadernos de Estudios Empresariales, 22, 99-128. http://dx.doi.org/10.5209/rev_CESE.2012.v22.44647.
Rohm, A., & Swaminathan, V. (2004). A typology of online shoppers base on shopping motivations. Journal of Business Research, 57, 748-757. https://doi.org/10.1016/S0148-2963(02)00351-X.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retail, 88(2), 308-322. https://doi.org/10.1016/j.jretai.2012.03.001.
Ruiz Mafé, C. y Sanz Blas, S. (2005). Segmentación del comprador a distancia: un análisis de los medios internet y televisión. Investigaciones Europeas de Dirección y Economía de la Empresa, 11(2), 163-182.
San Martín, S. y López, B. (2010). Posibilidades de la compraventa B2C por teléfono móvil en comparación con Internet. Cuadernos de Gestión, 10(1), 17-34.
Sheehan, K. (2002). Toward a typology of internet users and online privacy concerns. The information Society, 18, 21-32.
Statista. (2017). Retail e-commerce sales worldwide from 2014 to 2021 (in billion U.S. dollars). Consultado el 16 de octubre de 2017. Disponible en https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Swinyard, W., & Smith, S. (2003). Why people don’t shop online: A lifestyle study of the internet consumer. Psychology & Marketing, 20(7), 567-597. https://doi.org/10.1002/mar.10087
Vrechopoulos, A., Siomkos, G., & Doukidis, G. (2001). Internet shopping adoption by Greek consumers. European Journal of Innovation Management, 4(3), 142-153. http://dx.doi.org/10.1108/14601060110399306.
Wu, R., & Chou, P. (2011). Customer segmentation of multiple category data in e-commerce using a soft-clustering approach. Electronic Commerce Research and Applications, 10(3), 331-341. https://doi.org/10.1016/j.elerap.2010.11.002.
Yang, K., & Hye-Young, K. (2012) Mobile shopping motivation: An application of multiple discriminant analysis. International Journal of Retail & Distribution Management, 40(10), 778-789. https://doi.org/10.1108/09590551211263182
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-a critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.
Allred, C., Smith, S., & Swinyard, W. (2006). E-shopping lovers and fearful conservatives: A market segmentation analysis. International Journal of Retail & Distribution Management, 34(4/5), 308-333. https://doi.org/10.1108/02634501111138572.
AMIPCI (Asociación Mexicana de Internet). (2017). Estudio de comercio electrónico en México 2016. Disponible en https://www.asociaciondeinternet.mx/es/
Anderson, R. E., & Srinivansan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138.
Barnes, S., Bauer, H., Neumann, M. & Huber, F. (2007). Segmenting cyberspace: A customer typology for the internet. European Journal of Marketing, 41(1/2), 71-93. http://dx.doi.org/10.1108/03090560710718120
Becerra, E. P., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing, 45(6), 936-962.
Bhatnagar, A. & Ghose, S. (2004). Segmenting consumers base don the benefits and risks of Internet shopping. Journal of Business Research, 57(12), 1352-1360. https://doi.org/10.1016/S0148-2963(03)00067-5.
Bigné, E., Ruiz, C., & Sanz, S. (2005). The impact of internet user shopping patterns and demographics on consumer mobile buying behavior. Journal of Electronic Commerce Research, 6(3), 193-209.
Brengman, M., Geuens, M., Weijters, B., Smith, S., & Swinyard, S. (2005). Segmenting internet shoppers based on their web-usage-related lifestyle: A cross-cultural validation. Journal of Business Research, 58, 79-88. https://doi.org/10.1016/S0148-2963(02)00476-9.
Chen, Y., Kuo, M., Wu, S., & Tang, K. (2009). Discovering recency, frequency, and monetary (RFM) sequential patterns from customers’ purchasing data. Electronic Commerce Research and Applications, 8, 241-251. https://doi.org/10.1016/j.elerap.2009.03.002.
Chiou, J., & Pan, L. (2009). Antecedents of internet retailing loyalty: Differences between heavy versus light shoppers. Journal of Business and Psychology, 24(3), 327-339.
Chong, A. Y. (2013). Mobile commerce usage activities: The roles of demographic and motivation variables. Technological Forecasting and Social Change, 80(7), 1350-1359. https://doi.org/10.1016/j.techfore.2012.12.011
Christodoulides, G., Michaelidou, N., & Siamagka, N. (2013). A typology of internet users based on comparative affective states: Evidence from eight countries. European Journal of Marketing, 47(1/2), 153-173. https://doi.org/10.1108/03090561311285493.
Cristóbal Fransi, E., Daries Ramon, N., & Baldomar, J. (2014). Segmentación de los e-consumidores: un estudio aplicado a partir de las perspectivas de uso de Internet. Cuadernos de Gestión, 14(1), 33-55.
Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research, 39, 52-58.
Ganesh, J., Reynolds, K., Luckett, M., & Pomirleanu, N. (2010). Online shopper motivations, and e-store attributes: An examination of online patronage behavior and shopper typologies. Journal of Retailing, 86(1), https://doi.org/10.1016/j.jretai.2010.01.003.
Hernández, B., Jiménez, J., & Martín, M. J. (2011). Age, gender and income: Do they really moderate online shopping behaviour? Online Information Review, 35(1), 113-133.
Hill, W., Beatty, S., & Walsh, G. (2013). A segmentation of adolescent online users and shoppers. Journal of Services Marketing, 24(5), 347-360. https://doi.org/10.1108/JSM-10-2011-0157
Iacobucci, D., & Churchill, G. (2015). Marketing research: Methodological foundations. Nashville: Earlie LiteBooks.
INEGI (Instituto Nacional de Estadística y Geografía). Encuesta Nacional sobre Disponibilidad y uso de TIC en Hogares ENDUTIH (2015). Disponible en http://www.beta.inegi.org.mx/proyectos/enchogares/regulares/dutih/2015/default.html
Joia, L. A., & Sanz, P. S. (2006). The financial potential of sporadic customers in E-Retailing: Evidence from the brazilian home appliance sector. Journal of Electronic Commerce in Organizations, 4(1), 18-32.
Kau, A., Tang, Y., & Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20(2), 139-156.
Klaus, P. (2013). The case of amazon.com: Towards a conceptual framework of online shoppers service experience (OCSE) using the emerging consensus technique (ECT). Journal of Service Marketing, 27(6), 443-457.
Liu, Y., Li, H., Peng, G., Lv, B., & Zhang, C. (2015). Online purchaser segmentation and promotion strategy selection: evidence from Chinese e-commerce market. Ann Oper Res, 233, 263-279. https://doi.org/10.1007/s10479-013-1443-z
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81-95.
Min, S., Overby, J. W., & Im, K. S. (2012). Relationships between desired attributes, consequences and purchase frequency. Journal of Consumer Marketing, 29(6), 423-435. https://doi.org/10.1108/07363761211259232.
Pappas, I., Pateli, A., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions, International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034
Prodanova, J., y San Martín Gutiérrez, S. (2013). Estudio sobre el impacto del género y las emociones en el comportamiento de compra online de viajes. Revista de análisis turístico, 2.
Punj, G., & Stewart, D. (1983). Cluster analysis in marketing research: Review and suggestions for application. Journal of Marketing Research, 20, 134-48.
Raju, C. V. L., Narahari, Y., & Ravikumar, K. (2006). Learning dynamic prices in electronic retail markets with customer segmentation. Annals of Operations Research, 143(1,), 59-75. https://doi.org/10.1007/s10479-006-7372-3.
Rodríguez-Torrico, P., San Martín, S. y San José, R. (2012). Múltiples formas para segmentar el mercado de compradores online y móvil. Cuadernos de Estudios Empresariales, 22, 99-128. http://dx.doi.org/10.5209/rev_CESE.2012.v22.44647.
Rohm, A., & Swaminathan, V. (2004). A typology of online shoppers base on shopping motivations. Journal of Business Research, 57, 748-757. https://doi.org/10.1016/S0148-2963(02)00351-X.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retail, 88(2), 308-322. https://doi.org/10.1016/j.jretai.2012.03.001.
Ruiz Mafé, C. y Sanz Blas, S. (2005). Segmentación del comprador a distancia: un análisis de los medios internet y televisión. Investigaciones Europeas de Dirección y Economía de la Empresa, 11(2), 163-182.
San Martín, S. y López, B. (2010). Posibilidades de la compraventa B2C por teléfono móvil en comparación con Internet. Cuadernos de Gestión, 10(1), 17-34.
Sheehan, K. (2002). Toward a typology of internet users and online privacy concerns. The information Society, 18, 21-32.
Statista. (2017). Retail e-commerce sales worldwide from 2014 to 2021 (in billion U.S. dollars). Consultado el 16 de octubre de 2017. Disponible en https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Swinyard, W., & Smith, S. (2003). Why people don’t shop online: A lifestyle study of the internet consumer. Psychology & Marketing, 20(7), 567-597. https://doi.org/10.1002/mar.10087
Vrechopoulos, A., Siomkos, G., & Doukidis, G. (2001). Internet shopping adoption by Greek consumers. European Journal of Innovation Management, 4(3), 142-153. http://dx.doi.org/10.1108/14601060110399306.
Wu, R., & Chou, P. (2011). Customer segmentation of multiple category data in e-commerce using a soft-clustering approach. Electronic Commerce Research and Applications, 10(3), 331-341. https://doi.org/10.1016/j.elerap.2010.11.002.
Yang, K., & Hye-Young, K. (2012) Mobile shopping motivation: An application of multiple discriminant analysis. International Journal of Retail & Distribution Management, 40(10), 778-789. https://doi.org/10.1108/09590551211263182
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-a critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.