Exploring Variety Seeking Behavior in Mobile Users

• Main Authors: JAYARAJAH, Kasthuri, KAUFFMAN, Robert J., MISRA, Archan
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Computer Sciences; Management Information Systems; Software Engineering
• Online Access: https://ink.library.smu.edu.sg/sis_research/2487; https://ink.library.smu.edu.sg/context/sis_research/article/3486/viewcontent/C118___Exploring_Variety_Seeking_Behavior_in_Mobile_Users__ISWC2014_.pdf
• Institution: Singapore Management University

Understanding the personality traits and current attitudes of individual consumers is crucial for retailers and mobile advertisers. In this paper, we investigate the phenomenon of “variety seeking tendencies" in mobile users in their (1) online (represented by their App usage behavior), and (2) physical (represented by their location visits) worlds. We show that different categories of users exhibit different levels of variety. Further, by analyzing at various time scales, we show that there exists correlation between when a person is likely to visit new places in the real world and when he/she is likely to explore new Apps in the online world.