Consumers may use online platforms for various stages of the purchase decision. Some consumers use online sources simply to acquire information about planned purchases. Others use online platforms for making the actual purchase. In other situations, consumers may also use online platforms to engage in post-purchase behaviours, such as staying connected with a brand by joining a brand community. Or they may become a brand advocate by posting a product review online, or providing brand referrals via social media. Some e-commerce providers have encountered a challenge in courting consumers who seek information online, but still prefer to turn to bricks and mortar retailers for their purchase. To understand the needs and habits of these and other kinds of online shoppers, online marketers have segmented consumer markets into different kinds of online behaviour in accordance with their online behavioural characteristics. Lewis and Lewis (1997) identified five market segments based on the way that consumers use the Internet in the purchase decision process: