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Keywords: Cluster analysis
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Journal Articles
Customer typology: 3D virtual world
Available to Purchase
Journal of Research in Interactive Marketing (2011) 5 (1): 29–49.
Published: 29 March 2011
... survey respondents. The evaluation of the data was done using cluster analysis technique. The use of cluster analysis is appropriate for developing marketplace typology. Findings The outcome of the study reveals the presence of three distinct customer clusters in SL virtual world: virtualskeptics...
