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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 (Dept. of Consumer Science, Seoul National University) ;
  • Rha, Jong-Youn (Dept. of Consumer Science, Seoul National University)
  • 김효정 (서울대학교 소비자학과) ;
  • 나종연 (서울대학교 소비자학과)
  • Received : 2014.10.20
  • Accepted : 2015.01.20
  • Published : 2015.01.28

Abstract

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.

본 연구에서는 대학생들의 스마트폰 이용에 영향을 미치는 이용 동기들을 살펴보고 이에 따라 대학생 스마트폰 이용자가 어떻게 유형화될 수 있으며, 유형화에 따른 스마트폰 이용 행동에 어떠한 차이가 있는지 분석하고자 하였다. 본 연구의 결과를 요약하면 첫째, 스마트폰 이용동기의 요인분석 결과, 효용추구, 관계추구, 짜투리시간활용, 타인의식의 4가지 요인으로 이용동기가 분류되었다. 둘째, 이용동기에 따른 집단 유형화를 실시한 결과 '기능추구형', '타인의식형', '무(無)동기형'의 세 가지 유형으로 분류되었으며, 각각의 집단은 스마트폰 구매 시 고려사항, 스마트폰 이용행동 및 인식에서 차이를 보였다. 셋째, 스마트폰 만족도와 테크노스트레스에 영향을 미치는 변수를 알아보기 위하여 중회귀분석을 실시한 결과, 구매 시 고려사항, 스마트폰 이용행동, 스마트폰에 대한 인식, 스마트폰 이용 동기 성향이 영향을 미치는 것으로 나타났다.

Keywords

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