Understanding the underlying mechanism of individual decision making on navigation use is essential to the successful provision of navigation services. Yet, service providers still suffer from the lack of systematic reasoning that support their marketing strategy and market segmentation. Conventional approach to market segmentation based on direct associations of choice behaviour with some selected socio-demographic variables does not cope with dynamic and situational user demand. The paper, assuming that the user needs are contextual in time and space, suggests an approach to the analysis of behavioural structure of navigation service use using a multinomial logistic regression that incorporates, in addition to the personal characteristics variables, the temporal and spatial contexts potentially influential to the decision on navigation service use. Empirical analyses test the hypothesis on decision making structures of information use using the log file data provided by a navigation service company. Findings are that not only the personal characteristics but temporal and spatial contexts have impact on the navigation service use.
Understanding the underlying mechanism of individual decision making on navigation use is essential to the successful provision of navigation services. Yet, service providers still suffer from the lack of systematic reasoning that support their marketing strategy and market segmentation. Conventional approach to market segmentation based on direct associations of choice behaviour with some selected socio-demographic variables does not cope with dynamic and situational user demand. The paper, assuming that the user needs are contextual in time and space, suggests an approach to the analysis of behavioural structure of navigation service use using a multinomial logistic regression that incorporates, in addition to the personal characteristics variables, the temporal and spatial contexts potentially influential to the decision on navigation service use. Empirical analyses test the hypothesis on decision making structures of information use using the log file data provided by a navigation service company. Findings are that not only the personal characteristics but temporal and spatial contexts have impact on the navigation service use.
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