Exploratory Factor Analysis Approach for Understanding Consumer Behavior toward Using Chongqing City Card

摘要：

This paper examines the attitude and consumer behavior toward using Chongqing City Card by surveying 202 respondents with a self-administered questionnaire. With exploratory factor analysis, there are seven major factors found out, which are defined as general dimension, marketing dimension, use cost dimension, technology dimension, utility dimension, convenience dimension and E-commerce dimension. Then some suggestions for better operation of Chongqing City Card are provided according to these findings. Limitation and future researches are given also.

关键词： City Card Exploratory Factor Analysis Empirical Study Customer Behavior

作者: Juanjuan Chen Chengliang Wang

作者单位: College of Computer & Information Science, Chongqing Normal University,Shapingba 401331, China College of Computer Science & Engineering, Chongqing University,Shapingba 400044, China

会议类型: 国际会议

会议名称: 6th International Conference on Advanced Data Mining and Applications(第六届先进数据挖掘及应用国际会议 ADMA 2010)

会议地点: 重庆

会议语种:英文

页码: 561-567

在线出版日期: 2010-11-19（万方平台首次上网日期，不代表论文的发表时间）