کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
556923 | 1451562 | 2007 | 16 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Consumer behavior in the Italian mobile telecommunication market
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: Consumer behavior in the Italian mobile telecommunication market Consumer behavior in the Italian mobile telecommunication market](/preview/png/556923.png)
چکیده انگلیسی
This paper investigates the characteristics of Italian cell phone users. A multidimensional segmentation approach was adopted, using concurrently three sets of variables: consumer/user lifestyles, use motivations and product/service attributes. Data on a national sample (1067 individuals) were collected and factor and cluster analysis were then performed on the database. The study led to the identification of three user segments, each with a diverse combination of the segmentation variables. Findings provide implications for the mobile telecommunication industry and could suggest strategic choices to mobile operators—especially cell phone producers—and constitute the basis for their strategic positioning.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telecommunications Policy - Volume 31, Issues 10–11, November–December 2007, Pages 632–647
Journal: Telecommunications Policy - Volume 31, Issues 10–11, November–December 2007, Pages 632–647
نویسندگان
Clelia Mazzoni, Laura Castaldi, Felice Addeo,