...Elena Higueras-Castillo; Helena Alves; Francisco Liébana-Cabanillas; Ángel F. Villarejo-Ramos Purpose This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles...

... and external to the firm. Practical implications The study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables. Originality/value...