Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on relational analysis of purchasing items of on-line shopping mall based on social network analysis

사회연결망분석에 의한 온라인 쇼핑몰의 구매품목 관계 분석에 대한 연구

  • 김병국 (경일대학교 경영학부) ;
  • 정석봉 (경일대학교 경영학부) ;
  • 권기석 (한밭대학교 글로벌융합학부)
  • Received : 2013.09.10
  • Accepted : 2013.11.20
  • Published : 2013.11.28
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Abstract

This study focuses on the analysis of purchased items' relationship occurred by consumers' purchasing behavior observed in on-line shopping mall based on social network analysis. In order to find relational characteristics of each item for establishing marketing strategy, we apply three definitions of centrality in network, which are degree centrality, betweenness centrality, and closeness centrality in the purchased items' network. Thus, the research results provide the criteria for selection of market segmentation variables. Furthermore, the details of case has been introduced to validate the analyzed results in terms of marketing strategy, and supporting evidences are provided accordingly.

본 연구에서는 소비자의 구매행위 결과로 나타나는 구매 품목간의 연계관계를 파악하기 위하여 온라인 쇼핑몰의 구매 데이터를 대상으로 사회연결망 분석을 수행하였다. 사회연결망분석의 주요 지표인 연결중심성, 매개중심성, 근접중심성의 개념을 적용하여 구매 품목간의 관계 정보인 연관구매경향, 매개구매경향, 중심구매경향을 정의하였다. 이를 통해 마케팅전략 수립을 위한 구매 품목간의 다양한 관계 정보를 분석하였다. 더불어 기존의 시장세분화 기준의 타당성을 검증하는 방법을 제시하였다. 또한 제안된 연구방법론을 실제 온라인 쇼핑몰에 적용하여, 사례의 특성을 반영한 마케팅 전략을 도출해 보았다.

Keywords

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