An Analytical Study of Mobile Internet Users’ Lifestyles for the Promotion of Mobile Business

Purpose - This study attempts to examine the new concept of mobile internet users' lifestyles through empirical analyses based on the i-VALS concept study that had classified the VALS program, among others, aiming at internet users. Research design, data, and methodology - A total of 300 questionnaire copies were distributed, of which 273 were collected; only 244 were used for the empirical study after excluding some inappropriate or unusable ones. To analyze the data collected, the SPSS/WIN 19.0 statistical package was used, and the lifestyles of mobile internet users were reclassified after analyzing the reliability and validity of the responses. Results - The study involved the empirical analyses of the new concept of the mobile internet users' lifestyles based on the i-VALS concept study, of which the subjects were internet users. Conclusion - It is possible to provide enterprises with more systematic and objective fundamental data based on the characteristics of mobile internet users' lifestyles, to help enterprises with their establishment of market segmentation strategies for promoting mobile shopping in the future. KCI Citation Count: 5