The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Importances of Smart Phone Attributes by Pursuit Benefits

추구편익에 따른 스마트폰 속성 중요도

  • Kim, Mi-Ae (Korea Institute of Startup and Entrepreneurship Development) ;
  • Joo, Young-Jin (School of Business, Chungbuk National University)
  • Received : 2014.12.16
  • Accepted : 2015.02.03
  • Published : 2015.02.28
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Abstract

This study aims to classify the pursuit benefits of smart-phone users, to find smart-phone market segments by pursuit benefits, and to analyze the relative importances of smart-phone attributes according to the smart-phone market segments. As a result, we found that smart-phone users are pursuing the network benefit as well as the two traditional benefits (the utilitarian benefit and the hedonic benefit). According to the levels of these three pursuit benefits, smart-phone users can be classified into four segments : All Benefits Cluster, Utilitarian-Network Benefits Cluster, Hedonic-Network Benefits Cluster, and Non-Network Benefits Cluster. We also verified that, according to the four smart-phone user segments by the pursuit benefits, there exist significant differences in relative importances of the seven smart-phone attributes : hand-set price, hand-set brand, hand-set speed, applications, tariff, mobile internet quality, and number of same service users.

본 연구에서는 스마트폰 소비자들이 추구하는 편익을 바탕으로 스마트폰 소비자들에 대한 세분시장을 파악하고, 각 스마트폰 세분시장에서 중요하게 생각하는 속성을 분석하였다. 연구 결과 스마트폰 소비자들은 실용적 편익과 쾌락적 편익과 함께 네트워크 편익을 추구하고 있으며, 추구편익에 따라 스마트폰 소비자들을 모든 편익 추구 집단, 실용적 네트워크 편익 추구 집단, 쾌락적 네트워크 편익 추구 집단, 비네트워크 편익 추구 집단 등의 4가지 군집으로 구분할 수 있었다. 4가지 추구편익으로 세분화된 스마트폰 소비자 집단별로 중요시 하는 스마트폰 속성들은 단말기 가격, 단말기 브랜드, 단말기 반응속도, 어플리케이션 활용, 요금제, 무선인터넷 연결품질, 동일한 통신사 가입자 수 등의 7가지 스마트폰 주요 속성들 중에서도 다양하게 차이가 나는 것을 확인할 수 있었다. 본 연구는 스마트폰 소비자들이 추구하는 편익의 유형을 분석하여 이제까지 제품에 대한 추구편익의 유형으로 널리 인식되어 온 실용적 편익과 쾌락적 편익의 2가지 유형에 추가하여 네트워크 편익이 중요하게 구분되어 존재하고 있음을 확인한 것, 실용적 편익, 쾌락적 편익 및 네트워크 편익을 추구하는 수준에 따라 특징적으로 구분될 수 있는 스마트폰 소비자 집단을 세분화 하여 각 세분 집단별 차별화 수단을 속성 차원에서 제시한 것 등에서 의의를 찾을 수 있다.

Keywords

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