An attitude-based latent class segmentation analysis of mobile phone users

A1 Journal article (refereed)


Internal Authors/Editors


Publication Details

List of Authors: Anna Sell, József Mezei, Pirkko Walden
Publisher: ELSEVIER SCIENCE BV
Publication year: 2014
Journal: Telematics and Informatics
Journal acronym: TELEMAT INFORM
Volume number: 31
Issue number: 2
Start page: 209
End page: 219
Number of pages: 11
ISSN: 0736-5853


Abstract

We present a segmentation study utilizing latent class analysis with the object of segmenting consumers with regard to their usage of mobile technology. As bases for the segmentation we utilize attitudes reflecting consumers' perceptions on benefits to be found from using mobile technology, their personal innovativeness and self-efficacy, as well as social aspects of using mobile technology. In our results we find attitudes to be more significant determinants of mobile technology adoption and use than socio-demographic variables. The results are of consequence for researchers in the field of innovation adoption and diffusion, as well as practitioners developing mobile technology and services. (C) 2013 Elsevier Ltd. All rights reserved.


Keywords

Adoption, Attitudes, Latent class segmentation, Mobile phones, Mobile services, Segmentation

Last updated on 2019-20-11 at 05:21