User Intent-Based Segmentation Analysis for Internet Access Services

Abstract

The Internet is available for almost all homes in Japan. During the diffusion stage of Internet access services, it was important to construct a model to evaluate the sensitivity for Internet access service attributes and estimate user service choice behavior to consider service sale strategies. However, as the demand for Internet access services reached saturation, the differences in service attributes among service providers became smaller, making it difficult to decide service sale strategies using conventional choice behavior models. Therefore, the purpose of this paper is to establish a method for extracting effective information for service sale strategies by focusing on user intentions and clarifying the differences in future intentions for current carriers or services with observable and unobservable factors concerned with user intention. The authors propose a framework for user intent-based segmentation to understand the current market structure and develop appropriate service sales strategies for each segment.