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구매의도와 구매여부에 따른 세분집단별 특성 분석

An Analysis of Market Segments Based on Buying Intention and Purchase

강명수
한국항공경영학회 (Aviation Management Society Of Korea)|2009.12|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제7권 제4호|pp. 157-169

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참고문헌

주제분류경영학

초록

Abstract

Consumers’ buying intentions have been used widely in academic and commercial research as a proxies of behavior. There are some issues between buying intentions and purchase behavior. Studies of the relationship between buying intentions and purchase behavior have focused on theoretical issues. In this research, buying intentions and purchase behavior are used as a segment variables. Based on buying intentions and purchase behavior, four segments are suggested. They are Without Intention and No Purchase Segment, Without Intention and Purchase Segment, With Intention and No Purchase Segment, and With Intention and Purchase Segment. Data was collected through survey and empirical research was conducted to identify segments and their characteristics. In the analysis, characteristics of demographics, attitude, searching behavior, usage behavior are analysed.

참고문헌 (21)

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