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


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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