ABSTRACT This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research. Drawing from the value–attitude–behavior hierarchy, it compares different types of segmentation bases to identify which segmentation model best links to online-marketing click and order behavior plus brand-purchase behavior, and thus helps predict consumers' marketing responsiveness in the online-advertising context. Using real-life data from a German retailer plus factor and cluster analysis, the authors calculate three separate segmentation models based on human values and different attitudes. The results show that attitude-based segmentations are linked more closely to online-marketing response and brand-purchase behavior than the value-based segmentation.

中文翻译：

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人的态度和价值观如何预测在线营销的响应能力？

摘要本研究考虑了在线营销和广告效果以及消费者细分研究。它从价值，态度，行为的层次结构中进行比较，比较了不同类型的细分基础，以确定哪种细分模型最适合与在线营销点击和订购行为以及品牌购买行为相关联，从而有助于预测消费者在在线营销中的营销反应广告语境。利用来自德国零售商的真实数据，再加上因子分析和聚类分析，作者根据人类价值观和不同态度计算出三个单独的细分模型。结果表明，与基于价值的细分相比，基于态度的细分与在线营销响应和品牌购买行为的关联更为紧密。