Classification of consumers´ adoption of charged online movies

The consumers were divided into 5 types, i.e., the fashioners, the potentials, the bardians, the followers and the conservatives, based on the scores of the factors that affect consumers´ adoption of the charged online movies (COM) by cluster analysis using the questionnaire data, and in which the largest part was the potentials where the least the followers. And, on the other hand, three types of consumers, the weak, the common and the strong, were classed according to their adoption extent to COM, and about 60% consumers were clustered to the weak category. The order of 5 types consumers according to their adoption extent to COM from strong to weak is the potentials, the fashioners, the bardians, the followers and the conservatives. In the end, the different marketing proposals were put forward to the different types of the consumers for the suppliers of online movies.