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

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    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.
    Original languageUndefined/Unknown
    Pages (from-to)209–219
    Number of pages11
    JournalTelematics and Informatics
    Volume31
    Issue number2
    DOIs
    Publication statusPublished - 2014
    MoE publication typeA1 Journal article-refereed

    Keywords

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

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