Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques Online publication date: Fri, 15-Oct-2021
by Priyanka Gupta; Sanjeev Prashar; Chandan Parsad; T. Sai Vijay
International Journal of Technology Marketing (IJTMKT), Vol. 15, No. 2/3, 2021
Abstract: This study endeavours to facilitate the app developers and marketers in segmenting the market using antecedents - interactivity, information quality and system quality, and mediating variable - perceived ease of use, of the users' intention to continuously use the informational app. The study commences with the verification of input variables using structural equation modelling. This was followed by segmentation of the market using two clustering techniques - self-organising maps and k-means. Analysis of data collected from 274 respondents showed that system quality and information quality have a very strong influence on the mediating variable - perceived ease of use, which further has a great impact on informational app users' intention to use the app continuously. Based upon these antecedents, six clusters were identified - four and two using SOM and k-means clustering techniques respectively. The study closes with managerial and research implications.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook