모바일 메신저 이모티콘에 대한 소비자 사용특성 및 활용분야 - 카카오 프렌즈를 중심으로

Abstract

The purpose of this study is offering the development of fashion goods and base data of marketing strategies by analyzing ‘Kakao Friends’, the national mobile character. 'Kakao Friends' was selected and took it as the subject of analysis in this study. The questionnaires of this study were developed by referring to proceeding research and reference literature. For collecting data, 120 questionnaires were circulated to students, workers and house wives separately. And among the questionnaires, 300 questionnaires were used in the study. For the statistical analysis, SPSS 21 was used and descriptive analysis, multiple component analysis, factor analysis, frequency analysis, paired samples T-test and F-test (ANOVA) were performed. The result was deduced that the mainly used emoticon was different by genders. The most used emoticons of men were ‘Apeach’and ‘Jay-G’ and women’s result were ‘Tube’and ‘Apeach'. ‘Frodo’was less used emoticon of men and ‘Jay-G’was less selected by women. When examining the differences of using ratio depending on the gender and status, it was revealed that the difference between genders was existed. In sum, the result was found that usually men use emoticon were less than women. The result of the difference between status, it was found that the most using ratio was not existed in all status. When investigating the most suitable item that application of emoticon, cell phone cases and accessories were selected. Also fashion item’s visibility of emoticon was influenced on the consumer's preference. The result of consumer preference was that they preferred fashion items which had small visibility of emoticon rather than had huge visibility. So, when grafting emoticon on to the fashion goods, it is better to use in the small part of items. According to the expanded emoticon market, it need to develop continuous story telling to further up as Korea cultural industry so as to beside off the promotion.