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Behavioural analysis of subjects interacting with information technology: categorizing the behaviour of e-consumers

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Fecha de publicación
2015-07-01
Autor/a
Cristóbal Fransi, Eduard
Martín Fuentes, Eva
Daries Ramón, Natalia
Cita recomendada
Cristóbal Fransi, Eduard; Martín Fuentes, Eva; Daries Ramón, Natalia; . (2015) . Behavioural analysis of subjects interacting with information technology: categorizing the behaviour of e-consumers. International Journal of Services Technology and Management, 2015, vol. 21, núm. 1/2/3, p. 163-182. https://doi.org/10.1504/IJSTM.2015.071121.
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Resumen
In traditional marketing research, market segmentation has often been used to categorize consumer behaviour. However, this approach has seldom been used to study consumer behaviour when using Information and Communication Technologies (ICTs) in general and the Internet in particular. Based on a sample of 700 subjects, this research proposes segmenting Internet users by applying factor and cluster analysis to divide users into three groups, based on the main reported intended uses of the various Internet applications and tools in the near future. Together with demographic information and envisaged Internet usage, a differential profile is devised for each segment. Analysis also enables extracting the main factors encompassing the different attitudes towards Internet usage. Reflections on the segments obtained, their implications for business management, study limitations and proposals for future research avenues are presented in the conclusions section.
URI
http://hdl.handle.net/10459.1/68370
DOI
https://doi.org/10.1504/IJSTM.2015.071121
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International Journal of Services Technology and Management, 2015, vol. 21, núm. 1/2/3, p. 163-182
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