Table 2 Profile of the segments for... | Emerald Publishing

Table 2

Profile of the segments for online buyers

Variable	Cluster 1	Cluster 2	Cluster 3	Cluster 4	Cluster 5
Cluster size	35.9%	22.2%	18.6%	17.7%	5.6%
Complaint channel (first attempt)
Store	0.004	0.837	0.621	0.633	0.326
Website/Email	0.913	0.147	0.007	0.367	0.672
Social media	0.083	0.017	0.373	0.001	0.002
Complaint channel (second attempt)
Store	0.453	0.271	0.199	0.374	0.006
Website/Email	0.096	0.424	0.543	0.508	0.990
Social media	0.451	0.305	0.258	0.119	0.005
Covariates
Redress seeking	6.379	6.307	6.180	6.919	4.292
Venting anger	5.904	6.512	5.549	5.762	3.860
Convenience	6.417	4.640	5.504	6.037	3.861
Receiving social support	3.488	3.547	4.514	3.648	4.150
Giving social support	4.116	3.672	4.996	4.701	4.252
Sex (female)	0.715	0.524	0.651	0.294	0.432
Age	39.507	37.605	37.648	46.901	35.865

Variable	Cluster 1	Cluster 2	Cluster 3	Cluster 4	Cluster 5
Cluster size	35.9%	22.2%	18.6%	17.7%	5.6%
Complaint channel (first attempt)
Store	0.004	0.837	0.621	0.633	0.326
Website/Email	0.913	0.147	0.007	0.367	0.672
Social media	0.083	0.017	0.373	0.001	0.002
Complaint channel (second attempt)
Store	0.453	0.271	0.199	0.374	0.006
Website/Email	0.096	0.424	0.543	0.508	0.990
Social media	0.451	0.305	0.258	0.119	0.005
Covariates
Redress seeking	6.379	6.307	6.180	6.919	4.292
Venting anger	5.904	6.512	5.549	5.762	3.860
Convenience	6.417	4.640	5.504	6.037	3.861
Receiving social support	3.488	3.547	4.514	3.648	4.150
Giving social support	4.116	3.672	4.996	4.701	4.252
Sex (female)	0.715	0.524	0.651	0.294	0.432
Age	39.507	37.605	37.648	46.901	35.865

Note(s): Conditional probabilities are displayed for indicators and sex, whereas means are displayed for continuous covariates to increase readability