Investigating Heterogeneous Media Multitasking Behavior: A Latent Class Analysis Approach

This study focuses on media multitasking (MM) tendency while accounting for the heterogeneity of the store visits and purchase behaviors of media multitaskers. We employed a latent class model to identify several consumer segments and investigate the effect of behavioral traits on segment membership. Based on the results, we identified three segments and labeled them Apathetic, E-shopper, and E-buyer segments. Apathetic consumers show no interest in MM, store visits, and online purchases. The E-shopper segment records the highest MM, store visit probability, and low transaction rate, while the E-buyers exhibit the opposite behavior pattern. Furthermore, the results revealed that people who frequently use the Internet or television and watch more news programs are more likely to belong to the “E-shopper” segment. We also observed that people in the “E-buyer” segment are less probable to zap and watch variety shows more frequently. These findings are helpful for marketers to understand their customers better and devise more efficient marketing strategies.