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For instance, the urban area comprised a higher proportion of members who were accustomed to internet applications and skilled in online shopping by using a credit card. The rural area made up a higher proportion of members who only occasionally used online services. Moreover, rural region residents used other payment methods (excluding credit cards) more often than urban region residents. As expected, users\u2019 personal characteristics also dictated the online behavior pattern. For instance, people with higher\u2010level income spent relatively more money for online shopping and often used various internet applications than others.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The findings herein should help Internet service providers form an applicable guideline for developing service strategies of higher service satisfaction regarding products and users\u2019 needs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study implemented a multilevel latent class model to investigate online behavior patterns that exhibited urban and rural differences, with the goal of providing service providers an understanding and mastery of their target users.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662241311313321","type":"journal-article","created":{"date-parts":[[2013,3,26]],"date-time":"2013-03-26T10:09:34Z","timestamp":1364292574000},"page":"204-228","source":"Crossref","is-referenced-by-count":23,"title":["Urban and rural differences"],"prefix":"10.1108","volume":"23","author":[{"given":"Tsui\u2010Chuan","family":"Hsieh","sequence":"first","affiliation":[]},{"given":"Keng\u2010Chieh","family":"Yang","sequence":"additional","affiliation":[]},{"given":"Conna","family":"Yang","sequence":"additional","affiliation":[]},{"given":"Chyan","family":"Yang","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022012419445129500_b1","doi-asserted-by":"crossref","unstructured":"Agarwal, R., Animesh, A. and Prasad, K. 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