무선 인터넷 서비스 선호 유형에 따른 세분집단별 특성 분석:이동통신과 무선랜을 중심으로

Abstract

The purpose of this study is to analyze consumers' preference pattern on the wireless Internet service. Data collection through survey and empirical research were conducted to identify some segment groups and their characteristics. Following three segment groups showing distinguished characteristics were found : a segment with the preference of mobile phone wireless internet, another segment with the preference of wireless Lan and a segment with the intention of using both of them. Some implications were found. Firstly, the early adopters of wireless Internet service are mainly young college students with the relatively high household income and professionals. Secondly, the wireless Internet users take speed, service stability and price into consideration as important attributes. Thirdly, the segment group interested in both the mobile phone wireless Internet and wireless Lan should be targeted in the introduction stage, who seeks to the communicative convenience of the mobile phone and the Internet usage efficiency with the wireless Lan. Lastly, the complementary relationship between wireless Lan and mobile phone wireless Internet is expected rather than substitutional one at least at the initial wireless Internet market.