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Deal or No Deal? ‑ Assessing the Daily Deal Shopper

; (). Deal or No Deal? ‑ Assessing the Daily Deal Shopper. Proceeding of the 50th Annual Hawaii International Conference on System Science (HICSS), 03. - 07. January, S. 4108‑4117. Peer reviewed.

We build upon previous work done in online shopping segmentation but follow a customer-revealed approach by using an explorative cluster analysis on a sample of 11,848 daily deal shoppers located in Switzerland. We identify six segments into which the daily deal shoppers can be categorized: recreational shoppers, mobile shoppers, traditionalists, bargain hunters, socializers, and convenience seekers. These clusters are distinctively different in terms of shopping motives, online behavior, and demographics.