How can we understand customer preferences and online shopping patterns regarding multiple versus single websites?
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Online shopping bears the mark of high economic growth and numerous onlineconsumers. Thus, the complexity of the website design is crucial to understand how to attractand maintain customers. More specifically, emphasis is put on the use of the website for onlinesegmentation, in other words with the use of single or multiple websites. Concurrently,customer preferences differ among individual aspects of perception. Hence, the centrality ofthe study is at the intersection of the aforementioned topics, with a customer-orientedapproach.This study, therefore, aims to provide insight into consumers’ online shopping patterns,their preferences regarding website design, and implications for strategic marketing. Inaddition, emphasis is put on online gender differences regarding online shopping. With aqualitative research approach, twelve informants described and justified their perceptions. Thefindings indicate that consumers prefer multiple websites when shopping for themselves. Thefinding was justified with the perception that multiple websites were easiest to use, saved themost time, and appealed the most. However, the single website was perceived as providing themost relevant information. The findings indicate advantages and disadvantages with single andmultiple websites, and that emphasis is put on content relevance. In other words, as long as awebsite offers gender segmentation alternatives, they are satisfied. Notably, operating multiplewebsites is more expensive than operating a single website. Hence, maintaining multiplewebsites could be a waste of money, time, and resources, if the users are satisfied with a singlewebsite with gender segmentation alternatives. Overall, these findings contribute tocompanies’ and marketers’ understanding of the impact choice of website design has onconsumers.