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In the dendrogram on the left side, it is seen that there are three separate clusters according to the values observed. According to the evaluations made about the motivation criteria in online shopping, different segments were formed by dividing consumers into three separate clusters. The fact that there are three separate clusters shows that there are three separate evaluation levels for each of the online shopping motives, and these evaluations occur in three clusters at three separate levels from highest to lowest. Regardless of the standard deviation, the highest value that it can get according to the measurement scale will be 2, the average value will be 0, and the lowest value −2. For example, for motivation criterion 1, the evaluations of the individuals who make up cluster 3 are above zero by 1.26 and have a higher value than the evaluations of the individuals in other clusters. The resulting value for cluster 2 is below zero by −.09. The value that cluster 1 receives is below zero by −.39 and is lower than the assessments of individuals in other clusters. In this way, the evaluations of the individuals who make up the three clusters that arise as shown in the dendrogram for each motivation criterion can be interpreted as follows. (See Table 3)Cluster/Segment (1): Among the motivation criteria leading to online shopping, evaluation levels of criteria 3, 5, 6, 7, 9 and 11 are observed as relatively high for individuals in cluster 1 compared with those in cluster 2, but lower than those involved in cluster 3. Although, based on these criteria mentioned. they have a relatively high level of motivation compared to those in cluster 2, all but a few criteria are below zero. Although a few of them are above zero, they cannot exceed the level of 1. Therefore, in terms of all motivation criteria, cluster 1 individuals are a segment whose motivation for online shopping is at a low level.Cluster/Segment (2): Among the motivation criteria leading to online shopping, evaluation levels of criteria 1, 2, 4, 8, 10, 12, 13 and 14 are observed as relatively high for individuals in cluster 1 compared with those in cluster 2, but lower than those involved in cluster 3 (except for criterion 10). In online shopping, some motivational criteria evaluations are close to 1 or up from 1 (2, 8, 10, 12, 13) and some are close to −1 or lower than −1 (3, 5, 6, 7). Therefore, the motives that cause people in cluster 2 to make purchases online are just some of the 14 motives studied.Cluster/Segment (3): For each of the motivation criterion examined, the motivation levels of the individuals in cluster 3 are higher than the levels of those in the other two clusters. All other motivation criteria, except criteria 5, 6 and 14, are above 1. Therefore, cluster 3 individuals are a segment whose motivation for online shopping is high. |