| Summary: | 碩士 === 實踐大學 === 資訊科技與管理學系碩士班 === 104 === With the quickly growth in smart cellphone, tablet computer, mobile watch, Google glasses and various mobile application services in recent years, desktop Internet life has evolved into mobile based digital life. Accordingly, by referring to lifestyle instrument, Internet based lifestyle instrument, and e-lifestyle scale, this work at first presented a 32-item digital lifestyle scale to assess people’s digital lifestyles. Through using exploratory factor analysis techniques to analyze 460 questionnaires, this study extracted a 4-contruct and 15-item digital lifestyle instrument. Thereafter, a two-stage clustering method was used to cluster 253 respondents. The respondents were classified into four groups named “mobile shopping lover with middle level purchasing amount”, “frequently mobile shoppers with 25-45 years old and low level purchasing amount”, “potential mobile shoppers with over 45 years old and lower education level”, and “mobile shopping un-likers with few mobile Internet using experiences”.
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