What do we know about mobile Internet adopters? A cluster analysis
Author
Okazaki, ShintaroPublisher
Elsevier B. V.Date
2006-03-01Citation
10.1016/j.im.2005.05.001
Information & Management 43.2 (2006): 127-141
ISSN
0378-7206DOI
10.1016/j.im.2005.05.001Funded by
The financial support provided by the Yoshida Hideo Memorial Foundation (Tokyo).Editor's Version
http://dx.doi.org/10.1016/j.im.2005.05.001Subjects
Diffusion; i-Mode; Innovation; Internet; Japan; Mobile; Uses and gratifications; Economía; EmpresaNote
This is the author’s version of a work that was accepted for publication in Information & Management . Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Information & Management 43.2 (2006)DOI http://dx.doi.org/10.1016/j.im.2005.05.001Rights
© 2005 Elsevier B. V. All rights reserved.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.
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