The multiple correspondence analysis of customer preferences at m-commerce market
Maja Kiba-Janiak , Katarzyna Cheba , Tomasz Kołakowski
AbstractThe paper presents a multiple correspondence analysis of customer preferences at the m-commerce market. The authors have focused on customer preferences in relation to the use of mobile phones while shopping. The correspondence analysis has been developed based on the survey results conducted among 408 customers. During the study 4 consumer segments were selected in terms of behaviour regarding the possibilities and ways of using mobile phones while shopping.
|Journal series||Actual Problems of Economics, ISSN 1993-6788, (4 pkt)|
|Publication size in sheets||0.4|
|Keywords in English||mobile technology, mobile telephony, multiple correspondence analysis, shopping|
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