KOREASCHOLAR

A TYPOLOGY OF SMARTPHONE USERS BASED ON CONSUMERS’ RISK PERCEPTIONS REGARDING MOBILE SHOPPING

Stefanie Sohn
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271982
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1053-1058
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on individuals’ risk perceptions regarding a purchase via smartphone, this empirical work aims at developing a typology of smartphone users. Employing cluster and discriminant analysis, a dataset of 202 young German smartphone users was assessed. To address each of the three emerged clusters in a need-sensitive way, implications for retailers are presented conclusively.

Keyword
SmartphoneWireless telephone setConsumer behaviorGerman smartphone userOnline shopping
Author
  • Stefanie Sohn(Technische Universität Braunschweig)