Management Letters/Cuadernos de Gestión (May 2014)
E-consumer segmentation: an applied study based in the internet use perspectives
The market segmentation has frequently been used in the traditional marketing research but still appears as a relatively new subject in the Information and Communication Technologies (ICT) and Internet environment. The present investigation seeks to analyse the e-consumer behaviour depending on the future use of different Internet applications. Using a sample of 700 citizens, we have realized a factorial and cluster analysis to classify the users in three groups. We have used demographical information and the perspectives of use, to elaborate a profile for each segment. Analysis also allows extracting the main factors that explain the different attitudes towards the Internet use. In the conclusions section we present the most significant reflections about the obtained segments and its implication on management, the limitations of the study and the future lines of research.