스마트폰의 소비가치와 소비만족도에 관한 연구

Abstract

This study analyses the usage pattern and the consumption satisfaction and usage value of the smart phone users of the age of 20~40s. The socio-demographic factor, the usage pattern and the usage value of smart phone were selected as the elements affecting consumer satisfaction factors on smart phones. The difference between groups and its relative influences were analyzed with those elements. The results of this study were as follows;First, internet was the most favorite information source of purchasing of smart phones, and the information usage from the sales clerks and the articles on magazine or newspapers were ranked low. The information from the internet is filled with diverse information from commercial usage such as PR or advertising to comments from smart phone users. Thus, it is necessary to investigate the internet sites that consumers use and to analyze the specific contents of the information. Compared to receiving detailed information from other sources, consumers relatively rely lower on the information given from sales clerks. It means consumers need to receive useful product information and not just information that has commercial related intentions from product sellers. An in-depth analysis of the product information given to consumers before purchasing smart phones could contribute to consumers being more effectively informed and receiving detailed product information they wish to learn more about from different information sources. The 50% or more of smart phone users used their phones in the transportation or along/on the streets. The surfing web-site or searching information and entertainments were measured as the main functions of the smart phone usage. Consumers who use smart phones on average of two hours or less per day is the highest ranked which is about 36%. And also, consumers who use smart phones three hours or more show to be about 17%. A monthly average of the phone charge was 71,500. Second, A factor analysis results of smart phone usage extracted two factors of the enjoyment value and differentiate/symbolic value. The usage value of the smart phone showed difference between groups according to socio-demographic factors and usage patterns. The differentiate/symbolic value was measured high with the 40s, the married and the professional practices. The enjoyment value was high with the married and the smart phone usage case of communication. Considering the short time of release for smart phones and the 93% of smart phone users within one year, the different consumer values with owning a smart phone such as a differentiate/symbolic value to an enjoyment value or another value needed to be examined. According to the usage period of smart phones, the consumption values and evaluation that may change over time is recognized by consumers. In other words, consumers who have a differentiate/symbolic value are more likely to recognize the enjoyment value while they use their smart phone and as they increase their usage period over time. Conversely, consumers who recognized the enjoyment value by using various smart phone applications may change to the differential value over increasing usage periods. Because the usage of smart phones and functions from applications changes their daily life, it comes to be unconsciously a part of their life. Third, the most important details when purchasing of smart phones were found to be A/S (After service), the products and the function. The importance was varied with groups. The women users ranked high with the A/S and the university/graduate students recognized high with the functions. A/S service (After Service being warranties or product replacement provided to consumers) is the most important purchasing factor for consumers when making a decision to buy a smart phone. It means that consumers know the poor A/S service as a risk factor which can reduce the benefits and satisfaction of using a smart phone. Consumer's dissatisfaction comes from the psychological or economical inconvenience of the current inadequate A/S service. Therefore, it would be necessary to develop a more efficient A/S service and should notify consumers where they can receive this in the future. Forth, when consumption satisfaction analyses of smart phones were done with weight factor of the importance, the design and the function were highly satisfied, and the satisfaction of the price and the A/S were low. There were two contrasting views between the results of purchasing decision and the results of the consumer satisfaction of smart phones. This showed the consumption satisfaction would vary with the importance. The most important influential factor on the consumer satisfaction was enjoyment value, and the usage time, price and functional importance were significantly influenced on the satisfaction. Thus, it is verified that there are differences in usage patterns, values, and importance depending on socio-demographic factors. And also, these three decisive factors impact consumer satisfaction regarding smart phones.