Timestyle profiles - a quantitative study exploring consumer segmentation based on timestyle dimensions

摘要

Timestyle profiles - a quantitative study exploring consumer segmentation based on timestyle dimensionsPurpose of the study:Timestyles - the unique ways in which people perceive and use time - have a significantimpact on various aspects of consumer behaviour. However, research on the topic has beenscarce and usually focused on studying one timestyle dimension at a time. The objective ofthis study is to contribute to the understanding of timestyles by exploring consumersegmentation based on multiple timestyle dimensions. An existing scale is used as a basis toidentify the dimensions of timestyles and to study their interaction. Based on thesedimensions, individual timestyle profiles will be created and their differences will beinvestigated in terms of demographics and Internet usage behaviour.Methodology:The data for the study was collected in 2011 using an online questionnaire. A total of 4227responses were obtained and the data was representative of both genders and ages between15 and 64. The data was analysed with quantitative research methods including correlationanalysis, principal component analysis, cluster analysis, cross-tabulations, t-test and analysisof variance.Findings:The findings of the study validate the eight dimensions of the Timestyle Scale and suggestthat an additional dimension measuring polychronic time attitude could be added to the scale.Based on these nine dimensions four timestyle profiles were created, representing consumersegments that have different timestyles; analytical schedulers, active achievers, spontaneousdwellers and traditional task-oriented. The timestyle profiles were found to be related to ageand initial support was found for their ability to predict Internet usage behaviour related toexploratory Internet use, entertainment use and mobile Internet adoption. The study arguesfor the importance of studying timestyles as comprehensive constructs and supports the ideathat timestyles can provide a meaningful way of segmenting consumers to understanddifferences in media use and consumer behaviour.KeywordsTimestyles, time perception, temporal orientation, Internet use, media use, consumerbehaviour, quantitative research, consumer segmentation