Journal of the Korea Society for Simulation (한국시뮬레이션학회논문지)

The Korea Society for Simulation (한국시뮬레이션학회)
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The Analysis of the Factors Influencing Telecommunication Service Providers Selection on Purchase of Smart Phones

스마트폰 구매 시 이동통신사 선정에 영향을 미치는 요인 분석

  • 장병윤 (아주대학교 경영대학 경영학과)
  • Received : 2013.01.17
  • Accepted : 2013.06.14
  • Published : 2013.06.30
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Abstract

Smart phones become essential goods for our life. As the technology are developing, and the market becomes saturated, it is important to understand the determinants affecting purchase of smart phones. In this paper, to understand these determinants factor analysis and binary logistics regression is used. Toward this, we first define the determinants into 3 categories: customer satisfaction, switching barrier, and switching attractiveness based on literature review. Furthermore, we develop 9 hypotheses to test with survey data using factor analysis and binary logistics regression. The results show that the six factors (data quality, price satisfaction, corporate image, the burden of new contract, attraction of devices and attraction of other competitors) are significant when customers buy smart phones.

스마트폰은 우리의 생활에 필수적인 상품으로 자리잡았다. 기술이 개발되고 이동통신 시장이 포화상태로 접어듬에 따라, 고객이 스마트폰을 구매하는데 있어서 이동통신사 선정 요인을 이해하는 것은 중요해졌다. 이러한 선정요인을 파악하기 위하여 본 연구에서는 요인 분석과, 이항 로지스틱스 회귀분석을 사용하여 분석을 실시하였다. 본 연구에서는 우선 이동통신사 선정에 영향을 미치는 요인을 기존의 연구문헌을 참고하여 고객만족, 전환장벽, 전환유인의 3가지 범주로 구분하였다. 본 논문에서는 이 주제와 관련한 9가지의 가설을 제시하고 수집된 설문데이터에 대하여 요인 분석 및 이항 로지스틱스 회귀분석을 이용하여 가설을 검정하고자 하였다, 분석결과 데이터품질, 요금만족도, 기업이미지, 신규계약부담, 단말기 유인, 타사업자 매력의 6가지 요인이 유의한 영향을 미치는 것으로 확인되었다.

Keywords

References

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