A Cluster Analysis of Wireless Web Services Adopters

This study identifies four types of wireless web services adopters (power users, entertainment users, information users and starters) based on a two-stage cluster analysis. The differences among the four groups were assessed based on gender, age and perceptions of wireless web services. No significant differences were found among the four groups in terms of gender, perceived ease of use and perceived usefulness. However, the results indicate that the groups differ by age, price sensitivity, wireless trust and attitude toward technology. It was found that age was significant in that older respondents tended to use more information services than younger respondents. In addition, information users demonstrated the lowest wireless trust and starters perceived the price of using wireless web services to be the highest and held the least favorable attitude toward technology.