Investigating Customer Behavior in Online Store Usage - Pilot Study

This report presents an analysis of customer behavior in an online store, based on a pilot study. The study examined the relationship between customer demographics (age, gender, and attitude) and their online behavior (time spent on the site and average spending). The methodology involved quantitative data analysis, including regression analysis and independent sample t-tests, using SPSS software. Key findings indicate a significant difference in time spent on the site between customers with above-median and below-median spending, while attitude and age were not significantly related to money spent and time spent respectively. Gender did not significantly impact the money spent. The report includes descriptive statistics, hypothesis testing results, and a discussion of the implications of the findings for the online store's operations and marketing strategies. The study used a pilot study sample of 50 customers to examine the feasibility of research approach.