Using Q methodology to explore user’s value types on mobile phone service websites

摘要

The website has been greatly extended and is popular all over the world for electronic commerce. Many technical tools and business functions can increase their reach by websites. The mobile phone service is an essential amenity for people. The intention of this research is to take an extensive look at different kinds of mobile phone website users. In this research, Q methodology is used to gather and analyze the data. According to the results, users’ types may be categorized into four groups: Online shoppers, Information seekers, Recreation demanders, and Easy users. The empirical results of this study can provide decision support intelligence for the websites designers to increase mobile phone website users’ satisfaction.