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A Study on US Consumer's Subjectivity Schemata of Sharing Economy: Q Methodology

공유경제에 관한 미국 소비자의 주관성 가치체계 연구 : Q 방법론의 적용

  • Kim, Ki-youn (Dept. of Marketing Information Consulting, Mokwon University)
  • Received : 2018.06.30
  • Accepted : 2018.07.24
  • Published : 2018.08.31

Abstract

The purpose of this study is to explore the present US consumer behavioral trends and various cognitive schema types for sharing economy frame and shared service. For this, by applying Q methodology, this paper theoretically defines three differentiated typologies of US consumer in a interpretive perspective. This study is in-depth focused on discovering and categorizing characteristics of a respondent's thinking structure called 'schemata'. According to the entire procedures of Q methodology, this paper analyzed Q-sorted data from twenty-four people in the basis of forty Q-samples (statements). Consequently, we discovered four consumer groups named as Type 1 'Socialsumer', Type 2 'Smarsumer', Type 3 'Researsumer'.

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