Latent Class Segmentation 분석기법을 이용한 쇼핑행동 유형 분석: 여성과 남성은 차이가 있는가?
Shopper Typologies by Using Latent Class Segmentation Analysis: Are there differences between male and female?
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초록
본 연구는 소비자들의 쇼핑 동기를 바탕으로 쇼퍼들의 세분화 분석에 초점을 두었다. 본 연구는 쇼핑동기에 관한 선행연구들을 심층적으로 파악한 후 5개 요인, 즉 사회적 상호작용, 아이디어 추구, 가치 추구, 기분전환, 단순제품구매 동기에 대한 측정도구를 개발하였다. 5개의 쇼핑동기 요인을 이용하여 latent class segmentation 분석을 한 결과, 여성과 남성 간에 쇼핑동기의 세분 시장수가 다르게 나타났다. 즉 여성의 경우, 4개의 세분시장 수가 적정한 것으로 나타났다. 여성의 세분시장은 열성 쇼퍼, 무관심 쇼퍼, 단순목적구매쇼퍼, 일상탈출 쇼퍼로 구분되었다. 여성의 경우 열성 쇼퍼의 세그먼트가 약 40%정도로 가장 큰 세분시장으로 나타났다. 반면, 남성의 경우 3개의 세분시장 수가 적정한 것으로 나타났고, 무관심 쇼퍼, 단순목적구매 쇼퍼, 열성쇼퍼로 구분되었다. 남성의 경우 무관심 쇼퍼 집단이 약 58%정도로 크게 나타났다.
Abstract
This study focuses on shopper segmentation based on the reasons consumers go shopping. This study identifies a comprehensive inventory of consumers' shopping motivations. Based on extensive prior research, a five-factor scale consists of social interaction, idea seeking, value seeking, self gratification, product purchase motivations. Using the five-factor shopping motivation profiles, a latent class segmentation analysis reveals that there are gender differences in shopper segments. This study reveals four shopper segments for female, called here the Enthusiasts, the Apathetics, the Escapists, and the Only purposive purchasers. This study also identifies three shopper segments for male, called here the Enthusiasts, the Apathetics, and the Only purposive purchasers.
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