A Segmentation Method Based on Psychographics: Use College Mobile Telecommunication Market as an Ezample
Psychographics has taken the place of demographics to be the most important segmentation tool in marketing, but its research in China is rare. This paper has an in-depth investigation on the theory and method of psychographics, including the research scope and the method: AIO, LOV and VALS. Furthermore, we design 7 variables and questionnaire of psychographics of the college telecommunications users with the AIO approach. According to the questionnaire data, the 7 variables are confirmed and users can be divided into six groups by factor analysis and cluster analysis. In the proposed scale, the reliability of questionnaire achieves (Cronbach’s Alpha) 0.867 and the cumulative variance contribution of the first seven factors reaches 76.639%. The results show the scale designed and method used are effective.
Psychographics Segmentation AIO
Lei Peng Jiayin Qi
School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing, China School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, Chi
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
862-867
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）