Developing a New Segmentation Typology for Telecom Service Users With the Motivated Consumer Innovativeness (MCI) Scale

What motivates consumers to become innovative is an important phenomenon in consumer behavior and is gaining special attention through the concept of motivated consumer innovativeness. The present study is an attempt to create a new segmentation typology for telecom services incorporating social, functional, hedonic, and cognitive motives for classifying a target population into more meaningful homogenous groups through cluster (K-means)...