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Three groups of e\u2010customers are differentiated: potential, new and experienced.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>First of all, the socio\u2010demographic characteristics of each group were analysed using the Chi\u2010squared test. Then, using ANOVA and <jats:italic>post hoc<\/jats:italic> analysis (Scheffe's test), the differences that exist in their perceptions were analysed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Data analyses show that level of experience with Internet and the perceptions about EC differ according to the e\u2010customer. Some variables, like perceived usefulness or attitude, increase significantly as the number of interchanges grows, while others, such as perceived ease of use, tend to stabilise. It can be affirmed that there is an evolving cycle of purchasing that will continue to develop as the individual acquires experience.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This research enables the companies that want to compete in the e\u2010market to know the type of customer they are addressing. Moreover, the results obtained show what perceptions must be concentrated on if these companies want to capture new customers (potential e\u2010customers) or if they want to maintain existing customers (new and experienced). The evolution of this behaviour means that the strategies oriented to fomenting EC should stress one or another aspect depending on the target customer.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>While most research indistinctly analyses the behaviour of any e\u2010customer, this study has considered it necessary to differentiate at least three types of e\u2010customers in function of their purchasing experience. Thus, this is one of the few studies that allows us to know the evolution of the perceptions related to e\u2010commerce.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240810883308","type":"journal-article","created":{"date-parts":[[2008,6,21]],"date-time":"2008-06-21T07:04:05Z","timestamp":1214031845000},"page":"248-265","source":"Crossref","is-referenced-by-count":30,"title":["Differences between potential, new and experienced e\u2010customers"],"prefix":"10.1108","volume":"18","author":[{"given":"Blanca","family":"Hern\u00e1ndez\u2010Ortega","sequence":"first","affiliation":[]},{"given":"Julio","family":"Jim\u00e9nez\u2010Mart\u00ednez","sequence":"additional","affiliation":[]},{"given":"M.","family":"Jos\u00e9 Mart\u00edn\u2010DeHoyos","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022021820185473600_b1","doi-asserted-by":"crossref","unstructured":"Agarwal, R. and Prasad, J. 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