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dc.contributor.authorCristóbal Fransi, Eduard
dc.contributor.authorMartín Fuentes, Eva
dc.contributor.authorDaries Ramón, Natalia
dc.date.accessioned2020-03-30T09:09:58Z
dc.date.available2020-03-30T09:09:58Z
dc.date.issued2015-07-01
dc.identifier.issn1460-6720
dc.identifier.urihttp://hdl.handle.net/10459.1/68370
dc.description.abstractIn 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.
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherInderscience
dc.relation.isformatofVersió postprint del document publicat a https://doi.org/10.1504/IJSTM.2015.071121
dc.relation.ispartofInternational Journal of Services Technology and Management, 2015, vol. 21, núm. 1/2/3, p. 163-182
dc.rights(c) Inderscience, 2015
dc.subjectInformation and communication technologies
dc.subjectSegmentation
dc.subjectPositioning
dc.subjectConsumer behaviour
dc.subjectE-commerce
dc.titleBehavioural analysis of subjects interacting with information technology: categorizing the behaviour of e-consumers
dc.typeinfo:eu-repo/semantics/article
dc.date.updated2020-03-30T09:09:58Z
dc.identifier.idgrec022999
dc.type.versionacceptedVersion
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.identifier.doihttps://doi.org/10.1504/IJSTM.2015.071121


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