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An Attitude-Based Latent Class Segmentation Analysis of Mobile Phone Users

Anna Sell, József Mezei, Pirkko Walden, An Attitude-Based Latent Class Segmentation Analysis of Mobile Phone Users. Telematics and Informatics 31(2), 209–219, 2014.

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.

BibTeX entry:

@ARTICLE{jSeMeWa14a,
  title = {An Attitude-Based Latent Class Segmentation Analysis of Mobile Phone Users},
  author = {Sell, Anna and Mezei, József and Walden, Pirkko},
  journal = {Telematics and Informatics},
  volume = {31},
  number = {2},
  publisher = {Elsevier},
  pages = {209–219},
  year = {2014},
  keywords = {Mobile phones; Mobile services; Segmentation; Attitudes; Adoption;     Latent class segmentation},
}

Belongs to TUCS Research Unit(s): Institute for Advanced Management Systems Research (IAMSR)

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