Cluster Analysis
Cluster Analysis
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DOI：
10.1007/978-3-642-12541-6_9
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发表时间：
2011-01-01
期刊：
影响因子：
--
通讯作者：
Sarstedt, Marko
中科院分区：
文献类型：
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作者：
Mooi, Erik;Sarstedt, Marko
有没有哪个细分市场的网络移动电话正在以不同的方式腾飞？为了回答这个问题，Okazaki(2006)通过识别日本的互联网采用者群体，应用了两步聚类分析。研究结果表明，有四个群体对网络移动电话的采用表现出不同的态度。有趣的是，自由职业者和受过高等教育的专业人士对移动互联网采用的看法最负面，而办公室职员的看法最积极。此外，家庭主妇和公司高管对移动互联网的使用也表现出积极的态度。营销经理现在可以利用这些结果，通过移动互联网服务更好地瞄准特定的客户群。
Are there any market segments where Web-enabled mobile telephony is taking off in different ways? To answer this question, Okazaki (2006) applies a two-step cluster analysis by identifying segments of Internet adopters in Japan. The findings suggest that there are four clusters exhibiting distinct attitudes towards Web-enabled mobile telephony adoption. Interestingly, freelance, and highly educated professionals had the most negative perception of mobile Internet adoption, whereas clerical office workers had the most positive perception. Furthermore, housewives and company executives also exhibited a positive attitude toward mobile Internet usage. Marketing managers can now use these results to better target specific customer segments via mobile Internet services.