concerned with gathering vital statistics about consumers – such characteristics as their
age, income, occupation, location, education, etc. In the case of segmentation,
demographic factors are the most accepted bases (Kotle®
&
Armstrong 1994, p242)
.
Thus,
demographic measures are preferable to be utilized in segmenting the ’customers’. The
aspects of consumers’ activities could be about when the customers buy, which places
they choose to buy, etc. The last is cognitive measures that are found out from
demographic characteristics and activity patterns. It includes consumers’ knowledge,
attitudes, motivations, perceptions and information processing.
2.4
Information Systems
Effectiveness
Assessment or measurement of Information Systems (IS), especially IS effectiveness, is a
critical concern and a difficult task, which must be performed with great care. (®emenyi,
Money & Twite 1995; Grover,
Jeong & Segars 1996)
There are some of well-known measures
for IS effectiveness include User Information Satisfaction (UIS), IS usage, user
perception, quality of decision making, productivity from cost benefit analysis, and
system quality. (Quoted in Grover,
Jeong & Segars 1996)
Remenyi, Money & Twite (1995, p119)
describe user satisfaction as follows:
“user
satisfaction is generally
considered to
result
from
a
comparison of user
expectations
(or
needs)
of the
IS with
the
perceived
performance (or
capability) of the
IS on
a
number of different facets of the
IS”.
UIS is considered as a surrogate of IS
effectiveness. The KIM Model is one of the UIS model which is measured by the
divergence between the user’s perception score of the IS performance and the user’s
expectation score of the IS. (Remenyi,
Money & Twite 1995, p119-120)
The mathematical
model is:
UIS = f (Gap1,
Gap2,
Gap3,
Organizational
factors)
Interpretation of the gaps:
Gap 1 is the discrepancy between the users’ expectations of the IS and the
systems
designers’ interpretations of these expectations.
Gap 2 is the discrepancy between the IS specialist’s interpretation of the users’ needs
and the quality of what is actually installed for the user.
Gap 3
is the discrepancy between the quality of what
is actually
installed and what
the
user
experiences when
interacting
with the MIS. (®emenyi,
Money
&
Twite
1995, p120)
The framework of this model:
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