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Life-style orientation and contents of websites in personas industry


  • Dauw-Song ZHU

    (Department of Business Administration National Dong Hwa University)

  • Chih-Te LIN

    (Department of Business administration Nanya Institute of Technology)

  • Chien-Ta (Bruce) HO

    (National Chung Hsing University, Taiwan)


Electronic commerce challenges personas companies to design electronic system to increase interaction which leads to retain customers and increase sales. This exploratory study examines the correlation between lifestyle and emphasis on contents of website in personas industry. The study finds that market segment of lifestyle can be divided into four groups: ‘opinion leader’, ‘opinion follower’, ‘conservative’ and ‘challenger’. This paper tries to suggest a checklist to a vendor. We conclude that AIO can be a base of market segment in personas industry. We suggest some important factors which are included of the customized services, the safety of use factors, the store information and the menu illustration. Finally, we also conclude that the first three important factors of websites have significant influences on market segments of personas industry except for the store information factor.

Suggested Citation

  • Dauw-Song ZHU & Chih-Te LIN & Chien-Ta (Bruce) HO, 2011. "Life-style orientation and contents of websites in personas industry," Management & Marketing, Economic Publishing House, vol. 6(4), Winter.
  • Handle: RePEc:eph:journl:v:6:y:2011:i:4:n:10

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    AIO; market segmentation; personas industry.;


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