스마트폰 유통환경과 소비자 행동에 관한 연구
A Study on the Distribution Environment and Consumer Behavior of Smartphone
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Purpose - Most of the amendments to the law on the improvement of the distribution structure of mobile communication terminal equipment, the fully self-sufficient system of terminals, and the separated disclosure system on the terminals are aimed at securing transparency of the distribution structure by eliminating or reducing handset subsidies. This study investigates what items are important for the purchase of mobile phones in various and rapidly changing mobile phone markets from the consumer’s point of view and tries to make a strategic suggestion for future mobile distribution strategies. Research design, data, and methodology - The procedure of this study takes place in four steps. In step 1, only the SF type respondents selected for this study were extracted through MBTI analysis. In step 2, they were divided into three hierarchies for the AHP analysis and each element was arranged. In step 3, the AHP analysis was converted to a Fuzzy-AHP number using the trigonometric centroid method. This was to eliminate the ambiguity of the response by converting into a fuzzy number even if data consistency was maintained with CI value below 0.1. In step 4, the number of converted 2-layer and 3-layer was combined to derive the priority when the final handset is selected. Results - First, the highest importance among the four items in the second tier was the terminal function item, followed by brand, price, and design item. Second, in the third tier, the highest importance was level of after-sales service, followed by device price, processing speed, ease of use, usefulness, and rate system. Third, the arithmetic average of the determinant of the fuzzy function showed that processing speed, ease of use and usefulness in the function item, level of after-sales service in the brand item, and device price in the price item were the five most important factors among 16 choice factors. Conclusions - First, there will be a change in the consumption patterns of consumers who have compared distributors and dealers to purchase handsets with more subsidies. Second, it is highly likely that people will purchase new handsets only when they need to change their devices because they can not receive subsidies by switching phone brands any more.
Abstract
Purpose - Most of the amendments to the law on the improvement of the distribution structure of mobile communication terminal equipment, the fully self-sufficient system of terminals, and the separated disclosure system on the terminals are aimed at securing transparency of the distribution structure by eliminating or reducing handset subsidies. This study investigates what items are important for the purchase of mobile phones in various and rapidly changing mobile phone markets from the consumer’s point of view and tries to make a strategic suggestion for future mobile distribution strategies. Research design, data, and methodology - The procedure of this study takes place in four steps. In step 1, only the SF type respondents selected for this study were extracted through MBTI analysis. In step 2, they were divided into three hierarchies for the AHP analysis and each element was arranged. In step 3, the AHP analysis was converted to a Fuzzy-AHP number using the trigonometric centroid method. This was to eliminate the ambiguity of the response by converting into a fuzzy number even if data consistency was maintained with CI value below 0.1. In step 4, the number of converted 2-layer and 3-layer was combined to derive the priority when the final handset is selected. Results - First, the highest importance among the four items in the second tier was the terminal function item, followed by brand, price, and design item. Second, in the third tier, the highest importance was level of after-sales service, followed by device price, processing speed, ease of use, usefulness, and rate system. Third, the arithmetic average of the determinant of the fuzzy function showed that processing speed, ease of use and usefulness in the function item, level of after-sales service in the brand item, and device price in the price item were the five most important factors among 16 choice factors. Conclusions - First, there will be a change in the consumption patterns of consumers who have compared distributors and dealers to purchase handsets with more subsidies. Second, it is highly likely that people will purchase new handsets only when they need to change their devices because they can not receive subsidies by switching phone brands any more.
참고문헌 (17)
- Bojei, J. H., "Brand Equity and Current Use as the New Horizon for Repurchase Intention of Smartphone", International Journal of Business and Society, 13(1), pp.33~48 (2012)
- Chang, D. Y., "Applications of the extent analysis method on fuzzy AHP", European Journal of Operational Research, 95(3), pp.649~655 (1996)
- Cho, K. T., "The Analytic Hierarchy Process" (2005), Donghyeon Publishing
- Beet-Na Choi, "A Study on Revitalization of Revenue through Difference of Consumer Perception of Characteristics of Mobile Social Commerce", Asian Journal of Business Environment, 8(1), pp.31~38 (2018), 한국유통과학회
- 최낙환, "서비스실패의 회복방안에서 지각된 공정성유형의 회복만족도효과에서소비자의 사회적 관계의 역할", 산경연구논집, 9(1), pp.77~88 (2018), 한국유통과학회
- Gokhan Cinar, "How Managers React to Crisis?: A Planned Behavior Theory Approach", Asian Journal of Business Environment, 6(4), pp.5~12 (2016), 한국유통과학회
- Ganesan, P., "Smart Phone Attribute Choice and Brand Importance for Millennial Customers", Journal of Contemporary Management Research, 8(2), pp.71~89 (2014)
- 황선일, "제품의 모듈화 전략과 고객만족의 비선형적 관계에 대한 실증적 연구", 산경연구논집, 9(2), pp.47~55 (2018), 한국유통과학회
- 강재은, "스마트폰의 지속적 사용 결정요인에 관한 연구", e-비즈니스연구, 12(3), pp.27~47 (2011), 국제e-비즈니스학회[DOI]
- 김종진, "An Analysis on the Purchasing Behavior of the User through the Characteristics of Social Commerce", East Asian Journal of Business Economics, 3(4), pp.5~8 (2015), 동아시아경상학회
- 곽규태, "스마트폰의 품질 인식이 충성도에 미치는 영향과 이용 동기의 조절효과에 대한 고찰", 한국방송학보, 25(6), pp.7~51 (2011), 한국방송학회
- Lee, J. S., "A study on the relationship between psychological type and factors of job satisfaction", Journal of the Korea Academy of Psychological Type, 9(1), pp.31~48 (2002)
- Mokalles, M. M., "Buying Behavioral Pattern Regarding Smartphone Users", International Journal on Customer Relations, 3(2), pp.32~37 (2015)
- Pandey, M., "Consumer Preference Towards Smartphone Brands, with Special Reference to Android Operating System", Journal of Marketing Management, 13(4), pp.7~22 (2014)
- Thour, M. T. Y., "An Investigation of the Factors Affecting Consumer Decision Making of Smartphone in Kedah, Malaysia", Global Management Journal for Academic &Corporate Studies, 4(2), pp.147~155 (2014)
- Tsai, J. P., "Does design matter? Affordance perspective on smartphone usage", Industrial Management & Data Systems, 113(9), pp.1248~1269 (2013)
- 양회창, "Effects of Individuals, Leader Relationships, and Groups on Innovative Work Behaviors", 산경연구논집, 6(3), pp.19~25 (2015), 한국유통과학회