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14What do we know about mobile Internet adopters A cluster analysis

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14What do we know about mobile Internet adopters A cluster analysis

14What do we know about mobile Internet adopters A cluster analysis

What do we know about mobile Internet adopters?

A cluster analysis

Shintaro Okazaki *

Department of Finance and Marketing Research,College of Economics and Business Administration,

Autonomous University of Madrid,Cantoblanco,28049Madrid,Spain

Received 3September 2004;received in revised form 8March 2005;accepted 1May 2005

Available online 16June 2005

Abstract

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.#2005Elsevier B.V .All rights reserved.

Keywords:Mobile;Diffusion;Innovation;Internet;i-Mode;Japan;Uses and gratifications

1.Introduction

In world markets,the rapid adoption of Web-enabled mobile handsets has become increasingly important to IS professionals.A recent survey in 13countries revealed an increase in usage of 145%,reaching 79million users in 2003,while the number of global mobile Internet adopters has been predicted to reach nearly 600million by 2008[19,35].A pessimistic forecast estimated that,by the year 2005,the number of Internet-connected mobile phones would exceed the

number of Internet-connected PCs [44].Such dramatic convergence of the Internet and mobile telephony may be attributed,in particular,to activity in Asian and Scandinavian countries,where penetration growth has been meteoric.A recent survey indicated that roughly 70million people in Japan (55%of the population)have signed up for Internet access from their cellular phones,compared with 12%of the population in the USA [13,15].In fact,the Japanese see cell phones or Keitai as devices for surfing the Internet while Americans use their laptops.

Much of this success can be traced to February 1999,when NTT DoCoMo,Japan’s leading mobile operator,launched the i-mode service.This is ‘a mobile

14What do we know about mobile Internet adopters A cluster analysis

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*Tel.:+34914973552;fax:+34918020974.E-mail address:obarquitec@http://doc.guandang.net.0378-7206/$–see front matter #2005Elsevier B.V .All rights reserved.doi:10.1016/j.im.2005.05.001

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