Segmentarea utilizatorilor de Internet pe baza variabilelor de comportament

Several Uses and Gratification (U&G) studies provide bases for understanding motivations for the uses of traditional mass media such as television and radio. U&G research on internet has tended to rely on studies of such traditional media. This paper assumes that internet is a unique medium...

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Bibliographic Details
Published inRomanian Journal of Marketing no. 3; p. 32
Main Authors Jha, Subhash, Krishnatray, Pradeep
Format Journal Article
LanguageEnglish
Published Bucharest Editura Rosetti Educational 01.07.2010
Subjects
Cluster analysis
Discriminant analysis
End users
Internet
Market segmentation
Studies
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Summary:Several Uses and Gratification (U&G) studies provide bases for understanding motivations for the uses of traditional mass media such as television and radio. U&G research on internet has tended to rely on studies of such traditional media. This paper assumes that internet is a unique medium and offers a set of gratifications different from those offered by traditional mass media. This study, therefore, sought to first identify motivations for using the internet and then extract the structure of gratifications. In addition, it segementated the internet users based on derived gratification dimensions and their usage pattern. The study identified a six-factor gratification structure. It identified two segments among the respondents. The article concludes with the conclusions and discussion part where theoretical and managerial implications are discussed along with the limitations and future scope of the study. [PUBLICATION ABSTRACT]