Consumer E-Lifestyles and Psychographics in the context of the German Mobile Telecommunications Market

Masters Thesis

Kuvshinskiy, Dmitry 2013. Consumer E-Lifestyles and Psychographics in the context of the German Mobile Telecommunications Market. Masters Thesis University of East London Royal Docks Business School
AuthorsKuvshinskiy, Dmitry
TypeMasters Thesis
Abstract

2013 dissertation for MSc in International Business Management. Selected by academic staff as a good example of a masters level dissertation.

This research project empirically examines key e-lifestyles of German consumers in the context of mobile services. The author quantitatively investigates the concept of lifestyles
and psychographics, whereby a domain-specific lifestyle segmentation approach is taken.
Popular determinants and instruments of lifestyle research are critically evaluated and a validated e-lifestyle instrument is replicated in the domain of mobile services. Consequently, a self-administered online survey is distributed among German mobile service consumers and 104 responses are collected. Key findings of the conducted factor analysis indicate five psychographics of German mobile service consumers. Aspects of hedonism, innovativeness, conservatism, effectiveness and concern shape the motivation of these psychographic profiles. A further comparison with Chinese consumers of information
and communication technology reveals differences in usage, appeal and traditional values.
Through a cluster analysis three key e-lifestyles are grouped and interpreted by means of the psycho profiles as well as the cluster item means. Labeled as 'Basic users', 'Critical users' and 'Engaged users', these segments differ in the meaning and personal goals assigned to their consumption practices of mobile services. The literature review and key findings reveal theoretical implications for determinants of e-lifestyle research as well as recommendations for positioning and targeting strategies.

Year2013
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PrintSep 2013
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Deposited08 Nov 2013
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