標題: Urban and rural differences Multilevel latent class analysis of online activities and e-payment behavior patterns
作者: Hsieh, Tsui-Chuan
Yang, Keng-Chieh
Yang, Conna
Yang, Chyan
經營管理研究所
資訊管理與財務金融系 註:原資管所+財金所
Institute of Business and Management
Department of Information Management and Finance
關鍵字: Online payment;Online behaviour pattern;Urban and rural differences;Multilevel latent class analysis;Consumer behaviour;Rural regions;Urban regions;Taiwan
公開日期: 2013
摘要: Purpose - The purpose of this article is to investigate urban and rural differences for online activities and e-payment behavior patterns. Design/methodology/approach - This study applied the MLCA model to investigate Internet usage patterns from 11 online applications among 10,909 Taiwan residents in 25 different regions. Findings - The results showed that online behavior patterns exhibited regional differences, as the regional segments affected the individual segments of different use patterns. For instance, the urban area comprised a higher proportion of members who were accustomed to internet applications and skilled in online shopping by using a credit card. The rural area made up a higher proportion of members who only occasionally used online services. Moreover, rural region residents used other payment methods (excluding credit cards) more often than urban region residents. As expected, users' personal characteristics also dictated the online behavior-pattern. For instance, people with higher-level income spent relatively more money for online shopping and often used various internet applications than others. Practical implications - The findings herein should help Internet service providers form an applicable guideline for developing service strategies of higher service satisfaction regarding products and users' needs. Originality/value - This study implemented a multilevel latent class model to investigate online behavior patterns that exhibited urban and rural differences, with the goal of providing service providers an understanding and mastery of their target users.
URI: http://hdl.handle.net/11536/21767
http://dx.doi.org/10.1108/10662241311313321
ISSN: 1066-2243
DOI: 10.1108/10662241311313321
期刊: INTERNET RESEARCH
Volume: 23
Issue: 2
起始頁: 204
結束頁: 228
顯示於類別:期刊論文


文件中的檔案:

  1. 000318127500005.pdf