Abstract

What motivates consumers to become innovative is an important phenomenon in consumer behavior and is gaining special attention through the concept of motivated consumer innovativeness. The present study is an attempt to create a new segmentation typology for telecom services incorporating social, functional, hedonic, and cognitive motives for classifying a target population into more meaningful homogenous groups through cluster (K-means) analysis. Results of a single cross-sectional survey indicate creation of three distinct consumer segments: logical thinkers, experiencers, and value-driven users in mobile telecom services. The study offers useful implications on developing telecom service marketing mix for successful diffusion and adoption of innovation.

摘要

消费者创新动机是消费者行为中的一个重要现象，并通过消费者创新动机这一概念得到特别关注。本研究试图为电信服务创建一种新的细分类型学，将社会、功能、享乐和认知动机结合起来，通过聚类 (K-means) 分析将目标人群分类为更有意义的同质群体。单项横断面调查的结果表明，移动电信服务中产生了三个不同的消费者群体：逻辑思考者、体验者和价值驱动型用户。该研究为开发电信服务营销组合以成功传播和采用创新提供了有益的启示。