Abstract
The purpose of this study is to identify the relationship between mobile consumers' attitude and their demographic characteristics. New variables such as Personal Technological Innovativeness and Mobile Phone Design are constructed and their association with some demographic attributes is examined. Further, the research explores to what degree mobile Internet users have exploited the potential of mobile phones. A cluster analysis is made for profiling mobile Internet adopters in Greece. Finally, conclusions for grouping the users based on their characteristics are extracted.
Original language | English |
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Title of host publication | Proceedings - 2011 10th International Conference on Mobile Business, ICMB 2011 |
Pages | 313-319 |
Number of pages | 7 |
DOIs | |
Publication status | Published - 2011 |
Event | 10th International Conference on Mobile Business, ICMB 2011 - Como, Italy Duration: 20 Jun 2011 → 21 Jun 2011 |
Other
Other | 10th International Conference on Mobile Business, ICMB 2011 |
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Country/Territory | Italy |
City | Como |
Period | 20/06/11 → 21/06/11 |
Keywords
- Cluster analysis
- Mobile adopters
- Mobile Internet
- User profiles