Title: Mobile phone user types by Q methodology: an exploratory research

Authors: Chung-Chu Liu

Addresses: Department of Business Administration, National Taipei University, San Shia, Taipei 237, Taiwan

Abstract: User types describe the attitudes and behaviours that determine the preferred way of an individual. The purpose of this research is to explore mobile phone user types by users| perspectives. In-depth interview and Q methodology are used to collect and analyse data. According to the results, mobile phone user types are categorised into four types: guanxi-expanding, illness-phobia, convenience-oriented and life-interrupting. The results show the mobile phone user types of these persons and provide mobile phone service companies and communicative references for understanding the mobile phones adopted.

Keywords: communication; gratification; in-depth interviews; m-commerce; mobile phones; cell phones; mobile services; Q methodology; user types; uses; value; mobile communications; mobile commerce; m-services; user attitudes; user behaviour.

DOI: 10.1504/IJMC.2008.015996

International Journal of Mobile Communications, 2008 Vol.6 No.1, pp.16 - 31

Available online: 02 Dec 2007 *

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