Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2021-09-30 DOI:10.1504/ijtmkt.2021.10041547

Priyanka Gupta, S. Prashar, C. Parsad, T. S. Vijay

引用次数: 0

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 - per...

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细分基于实用主义的移动应用用户:使用SEM和聚类技术的实证研究

本研究旨在协助应用程式开发者和行销人员利用前因──互动性、资讯品质和系统品质，以及中介变量──来分割市场。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.