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Mobile phone purchase and usage behaviours of early adopter groups in Korea

Authors
Kim, MJ (Kim, Min-Jeong)Park, J (Park, Jonghun)
Issue Date
Jul-2014
Publisher
TAYLOR FRANCIS LTD
Citation
BEHAVIOUR INFORMATION TECHNOLOGY, v.33, no.7, pp.693 - 703
Journal Title
BEHAVIOUR INFORMATION TECHNOLOGY
Volume
33
Number
7
Start Page
693
End Page
703
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/147375
DOI
10.1080/0144929X.2013.796001
ISSN
0144-929X
Abstract
Recent mobile phones known as smartphones offer a variety of applications, such as Web browsing, entertainment tools, and personal calendar and contact management applications of the type that traditionally run on desktop computers. Some of the reasons why smartphones became popular rapidly in Korea may be related to the adoption by the type of user known as the early adopter. Because the early adopter group played a more crucial role in the area of mass consumption and because the mass market is changing more rapidly than before, this study examines mobile phone purchase and usage behaviours of early adopter groups in Korea in order to gain vital insights into establishing marketing strategies for early adopter groups. In this study, segmentation by means of a factor analysis and cluster analysis is conducted to classify early adopter groups in accordance with their activities, interests, and opinion. Specifically, factor analysis is employed to identify the common characteristics among lifestyle variables, and cluster analysis is then adopted for those factors to classify early adopter groups according to their lifestyles. In addition, we analyse the mobile phone purchase and usage behaviours of early adopter groups in Korea. The results of this study can contribute to the effort to classify early adopter grou
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사회과학대학 > 소비자경제학과 > 1. Journal Articles

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Kim, Min Jeong
사회과학대학 (소비자경제학과)
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