An integrated approach to segment mobile commerce market on the train

An integrated approach based on innovation diffusion theory and lifestyle theory for customer segmentation of mobile commerce on the train using multivariate statistical analysis is proposed for Taiwan Railway Administration. Firstly, the contents of mobile commerce on the train are identified as segmentation variables and key factor facets for mobile commerce are redefined by using factor analysis. Then, the cluster analysis is used to classify customer groups which are named by analysis of variance (ANOVA) and market segmentations are described with demographic, lifestyle and train patronage variables by using cross analysis and Chi-squared independence tests. Finally, this paper discusses empirical results to provide valuable implications for better mobile commerce marketing strategies in the future.