• Title, Summary, Keyword: 소비자 유형화

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A Study of Cross-Country Comparison of ICT Usage in Family Context (가족적 맥락에서의 ICT 이용에 관한 국가 간 비교 연구)

  • Brady, John T.;Lee, Bohan;Rha, Jong-Youn
    • Journal of Digital Convergence
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    • v.14 no.8
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    • pp.277-291
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    • 2016
  • This study examined the impact of information and communications technology (ICT) on the sociocultural dimensions of the family by comparing ICT use in Korean, Chinese, and American families. This study investigated attitudes to ICT usage in the family context by country and explored how various consumers use ICT in the family context. The study explored how families can be clustered based on usage. ICT device ownership had differences in the use of ICT services including blogs and video chatting accounts. ICT usage in the family was also similar in all three countries in the study, but the depth of use differed. The cluster analysis indicated that users could be classified into four groups, however the proportion in each group differed by country. This study has implications for understanding ICT ownership and use by families in various countries and indicates that sociocultural elements are important in ICT use.

Is Smartphone Smart for Everybody? A Study of Smartphone User Typology (대학생 스마트폰 이용자의 만족도와 테크노스트레스: 스마트폰 이용 동기에 따른 소비자 유형화를 중심으로)

  • Kim, Hyo-Jung;Rha, Jong-Youn
    • Journal of Digital Convergence
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    • v.13 no.1
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    • pp.37-47
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    • 2015
  • What follows in this research is the examination of the consumer motives that lead to the usage of smartphones, how the consumers can be categorized by such motives, and how each category of consumers behave differently when using their smartphones. The finding of this research is as follows. First, the result of factor analysis showed that there are four underlying dimensions in consumers. Second, The result showed that consumer can be categorized into three different types, "Other conscious consumers", "Consumers with no specific motives", and "Function pursuing consumers". Third, multi-regression analyses were performed to identify variables that impacted consumers' satisfaction and technostress in the use of smartphone consumers.

How Consumers Perceive Online Behavioral Advertising: Consumer Typology and Determining Factors (온라인 맞춤형 광고 인식에 따른 소비자유형 연구: 효용과 비용을 중심으로)

  • Lee, Jin-Myong;Rha, Jong-Youn
    • Journal of Digital Convergence
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    • v.13 no.9
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    • pp.105-114
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    • 2015
  • This study aims 1) to identify distinctive consumer groups according to their perception of benefits and costs of Online Behavioral Advertising(OBA), 2) to explore differences among them, and 3) to investigate antecedent variables that affect the consumers' perception of OBA. Online survey data collected from 1,000 online users. The findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer groups according to the levels of perceived benefits and costs of OBA: 'Indifferent group', 'cost-centered group', 'benefit-centered group', and 'Benefit-cost balanced group'. Second, four consumer groups showed differences in their demographics, advertising related variables, privacy related variables, and technology related variables. Third, according to multinomial logistic analysis, it was found that there were different factors affecting consumers' perception of benefits and costs of OBA.

A Study on Fair Trade Perception and Purchase Behavior of University Students (대학생의 공정무역에 대한 인식과 구매행동 유형에 관한 연구)

  • Choi, Ara;Koo, Hye-Gyoung
    • The Journal of the Korea Contents Association
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    • v.19 no.1
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    • pp.304-315
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    • 2019
  • The purpose of this study is to identify factors affecting the purchase of Fair Trade products and to segment consumer which were typed according to the fair trade consumption competency, attitude and ethical consciousness of the University students. As a result, there are 4 type consumers, general type, indifferent type, individualism type, and fair trade practice type. Factors that directly affect the purchase experience of Fair Trade products are knowledge, willingness and interest in fair trade. In the end, education should be provided through fair education and ethical consumption through systematic education, and outside of school, social effort should be accompanied by the media and various contents to enable college students to promote their knowledge and interest in fair trade. In order to activate the fair trade market, it will be necessary to improve the quality to secure the market value as a commodity and to increase the price acceptance of the consumer.

Career Identity of High School Students: Exploring Differences by Negative Emotions of Consumer Typology (고등학생의 진로 정체감에 영향을 미치는 요인: 부정적 정서에 따른 소비자 유형화 분석)

  • Kim, Hyo-Jung
    • The Journal of the Korea Contents Association
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    • v.18 no.2
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    • pp.476-489
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    • 2018
  • This study examined the factors affecting the career identity of high school students. We adopted the ecological systems theory by Bronfenbrenner. The consumer typology approach was applied based on their negative emotions, and they were categorized into two distinct groups: unstable emotion group(n=903) and stable emotion group(n=1,107). We used the panel data of Korean Children & Youth Panel Survey. Data of a total of 2,010 participants were analyzed. The results of this study are as follows. In the unstable emotion group, parental supervision, parental excessive expectation, peer communication, peer trust, and teacher attachment significantly influenced career identity. In the stable emotion group, parental supervision, parental abuse, peer communication, and teacher attachment significantly influenced career identity.

Nscreen Service User Typology Based on Use-Diffusion and Lifestyle (사용확산 및 라이프스타일에 따른 N스크린 서비스 이용자 유형화)

  • Park, Hyun Jung
    • The Journal of the Korea Contents Association
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    • v.15 no.2
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    • pp.444-454
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    • 2015
  • The purpose of this study is to investigate factors related to use-diffusion of Nscreen service as well as consumers' lifestyle and media usage of Nscreen service, which is fundamentally changing both the competitive landscape for business and the daily lives of consumers. The data of 1,524 consumers used in this study were drawn from the first Korea Media Panel Study in 2012 of Korea Information Society Development Institute. This study categorized adopters depending on the usage rate of contents and the variety of media platforms they used. Consumers using various media platforms enjoyed more categories of contents provided by Nscreen services. The variety of media platforms was useful in grouping users to explain the difference between the groups in terms of lifestyle activities. Based on the factor analysis and cluster analysis based on the consumers' lifestyle to find out different characteristics of each clusters, the result elicited some implications.

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
    • Journal of Internet Computing and Services
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    • v.19 no.4
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    • pp.107-121
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    • 2018
  • 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'.

The Adolescents' Consumer Knowledge and Consumption Behavior and Related Variables (청소년의 소비자지식과 소비 행태 및 관련변인)

  • Jung, Mi-Jung;Lee, Yon-Suk
    • Journal of Korean Home Economics Education Association
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    • v.19 no.3
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    • pp.1-17
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    • 2007
  • The purposes of this study are to examine the adolescents' consumer knowledge and consumption behavior and analyze the factors affecting them. The sample of this study is 640 middle school students living in kyunggi province. The data are collected using structured questionnaires and analyzed by the descriptive statistics, t-test, One-way ANOVA and multiple regression analysis. The results of this study are as follows. First, the third grade students and the female students get higher scores in the consumer knowledge compared with the first grade and the male students. Other factors affecting the level of consumer knowledge are occupation of parents, education level of mother, household income and GPA. Second, the consumption behavior of students is moderately resonable and affected by sex and grade of students, education level of mother, household income, and GPA. Third, the adolescent's consumer knowledge affects their consumption behavior. The results of multiple regression analysis show that 4% to 9% of variances of sub categories of the consumption behavior are explained by the level of consumer knowledge. Since the consumer knowledge learned at schools is rarely transferred to the reasonable consumption behavior, the systematic and relevant consumer education considering the development stages of adolescents is required in the future.

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