Segmentation of Brazilian travelers’ mobile purchase behavior

Abstract

Purpose The purpose of this paper is to segment travelers by their predispositions regarding the adoption of smartphones to purchase travel-related services, which is crucial for developing specific marketing strategies for each group of tourists. Design/methodology/approach A survey was conducted with 1,014 Brazilian travelers assessing their smartphone usage frequency and predispositions regarding travel purchases. The authors selected three variables related to the users’ acceptance of technology (perceived usefulness, ease of use and intentions to use smartphones for tourism purchases) and m-commerce perceptions of risk. Segmentation was conducted employing cluster analysis. Findings The authors identified three significantly different clusters of travel consumers: “Risk Ignorers,” “Cautious Users” and “Conservatives.” Risk perceptions appeared to be the main discriminating variable, followed by perceptions that smartphone apps are useful and free of effort. Research limitations/implications The non-probabilistic snowball sampling technique of Brazilian travelers may limit the generalization of the findings. Also, the use of intentions as one of our clustering variables instead of actual purchase behavior might bring limitations. Practical implications Segmentation enables the development of specific marketing strategies for each group, encompassing different risk profiles. Cautious travelers demand the development of safe and trustworthy m-commerce environments, as well as reassuring communication approach to reduce their perceptions of risk in performing mobile-mediated transactions. Conservatives demand marketers to build simpler and more straightforward apps to entice them. Originality/value The study reveals more fine-grained nuances to the role of mobile technology and its impact on travelers, unveiling important differences across travelers’ predispositions toward smartphone adoption that is distinctively associated with usage patterns regarding their risk profiles.