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| Using Latent Class Analysis to Classify O2O Service Users |
Liu Pingfeng,Wang Bei( ),Lei Jie |
| School of Economics, Wuhan University of Technology, Wuhan 430070, China |
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Abstract [Objective] This study classified the Online to Offline (O2O) service users accurately, which could lead to more appropriate service strategies for different user groups. [Methods] We first designed an O2O user classification model based on the Latent Class Analysis (LCA). Then, we classified the catering service O2O customers to examine the simplicity and efficiency of this new model. [Results] We grouped the users into four categories and found their latent classes, which helped the O2O service providers develop different marketing strategies. [Limitations] Applying the proposed method to classify users might have some subjective factors involved. [Conclusions] The LCA model could help us better categorize and target the O2O service users, which expanded the applicable scope of this model.
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Received: 03 August 2015
Published: 08 March 2016
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