Digital Commerce/E-commerce Essay

This essay examines the relationship between consumer lifestyle and e-commerce usage. It focuses on two distinct lifestyle types: 'makers' and 'experiencers.' Makers, characterized by their interest in hands-on activities and outdoor pursuits, are less likely to engage frequently with e-commerce. Conversely, experiencers, who are trendsetters with high disposable income and a focus on self-expression, are more inclined to utilize e-commerce platforms. The essay concludes that while neither lifestyle type excludes e-commerce entirely, their inherent preferences and priorities influence the extent and nature of their online shopping behavior. The makers' preference for real-world experiences may limit their e-commerce engagement, while the experiencers' pursuit of novelty and social interaction may lead to more frequent, albeit not exclusive, use of e-commerce.

Running head: DIGITAL COMMERCE/ E-COMMERCE
Digital commerce/ e-commerce
Name of the Student
Name of the University
Author Note

1
DIGITAL COMMERCE/ E-COMMERCE
According to the survey, the primary lifestyle type is that of a maker. One of the primary
trend that is seen in the maker's group is having a keen interest in all automotive things, and
therefore, the use of e-commerce would probably be less. However, the secondary lifestyle is
that of experiencers who are the first in and first out of trend adoption. The use of e-commerce
would be frequent in that case. On the other hand, the makers have a keen interest in outdoor
activities; they would, therefore, prefer to indulge in some outdoor activities instead of spending
time on the internet (Iglesias-Pradas et al. 2013). This lifestyle will positively affect the use of
the web for e-commerce.
However, the lifestyle of experiencers is very different from that of makers. Since this
group of people are always up for the latest fashions, the use of the internet for e-commerce
would be more (Laudon and Traver 2013). One of the primary traits of the experiencers is going
against the mainstream, and therefore, the use of e-commerce would be widespread in this case.
Apart from this, since the experiencers love physical activities too, the use of internet particularly
for the e-commerce might take a backseat. Since the experiencers have high resources and self-
expression motivation, they consider friends as a vital part of their lives. More than using the
internet for e-commerce, experiencer would, therefore, prefer to spend times with their friends
and family. Furthermore, the experiencers are spontaneous, and thus it can be expected that they
are up for every new trend and activities. This would possibly affect the use of the internet for
ecommerce.
Therefore, it can be concluded that the life of a maker and an experiencer will not
necessarily revolve around the world of internet as they believe in exploring every aspect of life.

2
DIGITAL COMMERCE/ E-COMMERCE
E-commerce will only be used when it is required or out of wish, but it can never become a
habit. The makers possess the value of straightforwardness and therefore, use of the internet will
be but not restricted to information gathering (Hewson and Stewart 2016). Thus, it can be said
that this lifestyle positively affects the use of the internet for e-commerce since the particular
lifestyle encourages indulging in different real activities other than spending time in the virtual
world. However, this lifestyle will not restrict the use of e-commerce, but will definitely restrict
the time spent on web for e-commerce.

3
DIGITAL COMMERCE/ E-COMMERCE
References
Hewson, C. and Stewart, D.W., 2016. Internet research methods. John Wiley & Sons, Ltd.
Iglesias-Pradas, S., Pascual-Miguel, F., HernáNdez-GarcíA, Á. and Chaparro-PeláEz, J., 2013.
Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory
analysis. Computers in Human Behavior, 29(2), pp.314-322.
Laudon, K.C. and Traver, C.G., 2013. E-commerce. Pearson.