What do we know about mobile Internet adopters? A cluster analysis

被引：155

作者：

Okazaki, S ^{[1
]}

机构：

[1] Autonomous Univ Madrid, Coll Econ & Business Adm, Dept Finance & Mkt Res, E-28049 Madrid, Spain

来源：

INFORMATION & MANAGEMENT | 2006年 / 43卷 / 02期

关键词：

mobile; diffusion; innovation; Internet; i-Mode; Japan; uses and gratifications;

D O I：

10.1016/j.im.2005.05.001

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Despite the increasing importance of wireless Internet use via Web-enabled mobile telephony, the relationship between consumers' attitude and their demographic characteristics have been only cursorily examined. The objective of our study was to fill this gap, by applying a two-step cluster analysis in profiling mobile Internet adopters in Japan. The findings suggest that four clusters exist; they exhibit distinct profile patterns. Paradoxical results were found within one, affluent single youth, which was further divided into two clusters: freelance, highly educated professionals had the most negative perception of mobile Internet adoption, whereas clerical office workers had the most positive perception. Married housewives and company executives also exhibited a positive attitude toward mobile Internet usage. (c) 2005 Elsevier B.V. All rights reserved.

引用

页码：127 / 141

页数：15

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