Internet Lifestyle of Iranian Users

Amir Abedini Koshksaray and Tayebeh Farahani
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Amir Abedini Koshksaray: Department of Business Management, Islamic Azad University, Tehran, Iran
Tayebeh Farahani: Islamic Azad University, Tehran, Iran

International Journal of Innovation in the Digital Economy (IJIDE), 2015, vol. 6, issue 1, 1-15

Abstract: One distinguishing factor of individuals is their lifestyles. In the internet, every individual shows a different behavior while some groups have rather similar behaviors. By identifying these groups and their interests and preferences, it becomes possible to offer a product or advertising which is compatible with their wants. This leads to conveying the value presented by the producer to the consumer with high effectiveness. One source of identifying target customers or internet users is their lifestyle in internet space. The present study aims at describing and explaining internet lifestyle (e-lifestyle) of Iranian users. In particular, this study tries to find out the most common e-lifestyle of Iranian users. To this aim, 412 students involved with internet were surveyed. After estimating the construct validity of the study through confirmatory factor analysis, the mean scores of each e-lifestyle were compared by student t-test. The results revealed that Iranian users have mostly entertainment-driven e-lifestyles. The perceived importance-driven, sociability-driven, interest-driven, novelty-driven, need-driven, and uninterested or concern-driven e-lifestyles were respectively identified after that. This is the first study investigating the most common e-lifestyle among Internet users.

Date: 2015
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