Int. J. Electronic Marketing and Retailing, Vol. 1, No. 2, 2006 115 Copyright © 2006 Inderscience Enterprises Ltd. Exploring web user styles in B2C e-commerce Nancy L. Martin* College of Business and Administration, Southern Illinois University, Carbondale, IL 62901, USA Fax: 618-983-5523 E-mail: nlmartin@siu.edu *Corresponding author David T. Green College of Business, Morehead State University, Morehead, KY 40351, USA Fax: 606-783-9358 E-mail: d.green@moreheadstate.edu Kimberly Furumo College of Business and Economics, University of Hawaii at Hilo, Hilo, HI 96720, USA Fax: 808-974-7672 E-mail: furumo@hawaii.edu Abstract: This study examines web user styles in a B2C e-commerce setting. A group of 389 upper level business students completed a survey on general user styles and participated in an online simulation using the Best Buy website. A cluster analysis was performed to better understand user styles. A two-cluster solution was defined, labelled Followers and Finders. The Mann-Whitney analysis found a significant difference between the two clusters based on intention to make a transaction with the website. Discussion and implications are presented for this exploratory study. Keywords: user styles; B2C e-commerce; cluster analysis; electronic marketing and advertising. Reference to this paper should be made as follows: Martin, N.L., Green, D.T. and Furumo, K. (2006) ‘Exploring web user styles in B2C e-commerce’, Int. J. Electronic Marketing and Retailing, Vol. 1, No. 2, pp.115–131. Biographical notes: Nancy L. Martin received her PhD from Southern Illinois University at Carbondale and is currently serving there as a Lecturer. Her research has been published in the International Journal of Web Based Communities and the Interdisciplinary Journal of Information, Knowledge, and Management as well as in the Proceedings of the Hawaii International Conference on System Sciences, the Americas Conference on Information Systems, and the Annual Meeting of the Decision Sciences Institute. Her dissertation research, which focuses on the value of business method patents, was accepted into the Doctoral Consortium of the 2005 International Conference on Information Systems.