An integrated approach based on innovation adoption model and lifestyle theory for customer segmentation of mobile TV content on public transportation using multivariate statistical analysis is proposed. Due to high daily trips and dif-ferent train types Taiwan Railway Administration is chosen as the case study. Firstly, the content of mobile TV on the train are identified as the segmentation variable and key factor facets for mobile TV content are renamed by using fac-tor 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 TV content marketing strategies in the future.
Journal of Service Science and Management (JSSM) 1(3), pp.244-250