Segmenting Electronic Word-of-
Mouth Consumers: A Lifestyle 
and Behaviour-based Study

Abstract

This study aims to segment electronic word-of-mouth (eWOM) users in the context of purchasing electronic consumer durables (ECDs) online. It seeks to understand these segments’ unique characteristics and behaviours to tailor marketing strategies. A mixed-method approach was employed, combining qualitative and quantitative techniques. Unstructured personal interviews and focus group discussions (FGDs) were conducted with individuals who had recently purchased ECDs online. Factor analysis was performed on 20 lifestyle statements, followed by hierarchical and k-means cluster analyses to identify distinct user segments. Three segments were identified: Adventuresome Networkers (AN), Sceptical Networkers (SN) and Indifferent Users (INU). One-way analysis of variance and post-hoc analyses assessed variations in behavioural and personality variables across the clusters. AN exhibited high enthusiasm, trusted eWOM information, and actively engaged in online networks. SN doubted eWOM information and relied more on offline peer recommendations. INU showed minimal interest in eWOM, had low trust in eWOM information, and demonstrated limited engagement in both online and offline networks. Marketers can leverage these insights to customize their strategies for each segment. Engaging AN requires creating high-quality content and utilizing social media. Building trust among SN involves integrating traditional WOM techniques. Addressing the low engagement levels of INU necessitates interactive and educational campaigns. This study offers a comprehensive understanding of eWOM user segmentation in the context of online purchases of ECDs, highlighting the unique characteristics and behaviours of each segment and providing practical recommendations for targeted marketing.