Korzystanie z handlu elektronicznego przez konsumentów o różnych stylach życia
Online shopping behaviour dependent on the customers’ lifestyle

Summary/Abstract: The article describes the problem of online shopping habits dependent on the lifestyle the customers lead. Besides the literature overview, the article presents the results of a survey conducted by the au- thor in August and September of 2021 on a group of 300 customers via an on-line panel. Segmentation analysis, through the use of cluster analysis, allowed to define four customer segments: Active, Intellec- tuals, Overworked and Egocentrics, which describe the way they shop on-line. The aim of the article is to verify customers’ habits in regards to on-line shopping, which depend on the lifestyle they declare.

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