Journal of Internet Computing and Services (인터넷정보학회논문지)

Korean Society for Internet Information (한국인터넷정보학회)
권호 표지
DOI QR코드

DOI QR Code

Segmenting Korean Millennial Consumers of Sharing Economy Services on Social Networking: A Psychographic-based Approach

소셜 네트워크 기반 공유경제 서비스에 관한 밀레니얼스 소비자 세분화 연구: 사이코그래픽 관점에서

  • Lee, Jae Heon (Dept. of Marketing Information Consulting, Mokwon University) ;
  • Choi, Jae Won (Dept. of Marketing Information Consulting, Mokwon University) ;
  • Kim, Ki Youn (Dept. of Marketing Information Consulting, Mokwon University)
  • Received : 2015.04.15
  • Accepted : 2015.07.10
  • Published : 2015.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this qualitative study is to explore consumer behavioral trends, psychological characteristics and various cognitive types of Millennial Generation consumers, primarily in their 20s, who are familiar with sharing economy services based on the emerging social networking technology. Using Q methodology, this paper theoretically defines four and interprets via a social science perspective four different types of these young consumers who are skilled at state-of-the-art ICT equipment, devices or online networking services. Sharing economy services in Korea's academic and industrial services are influenced by government policy, and related research is relatively new. This study is focused on discovering unique psychographic characteristics called 'schemata' that include personal interest, preference, attitude, and opinion. On the basis of 40 Q-sorted data samples, the analysis examined 180 collected statements from meta-studies and interviews with 35 individuals born between 1997 and 1992. As a result, four consumer groups were identifies: Type 1 'Early majority', Type 2 'Laggard', Type 3 'Opinion leader', and Type 4 'Late majority'. The results of this research can be used to explore to study in greater detail the behavior and psychological aspects of Millennial General consumers'.

본 질적연구의 목적은 이머징 소셜 네트워크에 익숙한 밀레니얼스 세대 소비자들의 소셜 네트워크 기반 공유경제 서비스를 대하는 소비자 행동학적 동향, 사이코그래픽적 특성, 다양한 인지적 유형이 어떠한지 탐색하고 발견하는 것이다. 이를 위해, 본 연구는 Q방법론을 적용하여 최신 기술의 ICT 장비, 디바이스 또는 사회 문화적 웹서비스나 네트워킹을 능숙하게 다루는 젊은 밀레니얼 소비자들을 해석적 관점에서 4가지 차별화 된 유형의 이론적 정의를 제시한다. 최근 국내 산학 분야에서 모두 창조경제 정책에 힘입어 공유경제 서비스의 영향력이 증가하고 있지만, 아직 공유경제를 주제로 한 기존 연구들이 본격화 된 것은 그리 오래되지 않았다. 본 연구는 개인의 내재적 관심, 선호, 태도, 의견 등을 포함하는 일명 스키마타(Schemata)라고 불리는 응답자의 사고 구조의 독특한 사이코그래픽적 특성을 발견하는데 초점을 둔다. Q방법론의 연구 절차에 따라, Q모집단과의 인터뷰 및 여러 문헌들의 메타 스터디를 통해 수집한 180개의 진술문으로부터 축약한 최종 40개의 Q샘플(진술문)을 35명의 밀레니얼스 세대(P표본) 응답자이 Q소팅 하여 등급화 하였다. 마지막으로, QUANL PC 분석프로그램을 활용하여 소셜 네트워크 기반 공유경제 서비스에 대한 젊은 층 소비자들의 4가지 시장 세분화를 수행하였다. 도출된 유형들은 제1유형 'Early majority', 제2유형 'Laggard', 제3유형 'Opinion leader', 제4유형 'Late majority' 라고 명명하였다. 본 연구의 결과는 향후 밀레니얼스 신세대 소비자의 행동 및 심리적 특성, 시장 세분화를 깊이 있게 탐구하려는 질적 관점의 후속 연구들의 기초 연구로 활용될 수 있을 것이다.

Keywords

References

  1. S. W. Shin and W. T. Kim, "Business model study of design social enterprise for shared values," Society of Design Convergence, Vol. 12, No.6, pp. 383-401, 2013. http://www.converge.or.kr/html/sub02_01.asp
  2. H. N. Maeng, B. S. Kim, Y. H. Kim, and S. I. Woo, et al., "A Study on gamification and the evolution of sharing economy: focused on 5 sharing economy-based web," Proceedings of Human Computer Interaction, pp. 485-488, 2014. http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02333661
  3. K. Yoon and E. J. Lee, "A comparative study on the effects of CSR and CSV: the moderating role of self-efficacy and message involvement," The Korean Journal of Advertising, Vol. 25, No.2, pp. 53-72, 2014. http://www.earticle.net/article.aspx?sn=214105 https://doi.org/10.14377/KJA.2014.2.28.53
  4. B. M. Lee, and W. T. Kim, "Sharing economy service for one-person household focus on efficient use of resources - based on consumption patterns of 20-30 years," Conference of Korea Digital Design Council, pp. 115-116, 2014. http://www.dbpia.co.kr/Article/NODE02414468
  5. J. Y. Oh, "Era of shared economy, creating a new model of employment for reaching employment," National Information Society Agency, pp. 1-24, 2013.
  6. B. G. Moon, "Reinterpretation of economic rationality: focused on comparing social enterprise companies and shared economy companies," The Korean Journal of Advertising, Vol.22, No.4, pp. 341-362, 2010. http://www.dbpia.co.kr/Journal/PDFView?id=NODE01595294
  7. D. W. Choi, K. B. Kim, and S. M. Leey, "A study on relationship between corporate govermance and earnings management: focusing on CSV-EVA difference," Korean Society of Strategic Management, pp. 213-243, 2013. http://www.dbpia.co.kr/Journal/PDFView?id=NODE02269925
  8. S. H. Hong, and M. S. Kim, "A comparative study on the effects of CSR and CSV: the moderating role of self-efficacy and message involvement," Korean Academic Society of Business Administration, Vol.2010, No.0, pp. 1-21, 2010. http://www.dbpia.co.kr/Journal/PDFView?id=NODE06081561
  9. H. S. Kang, H. J. Jae, and S. Park, "Sharing economy and urban industry," Public Officials Benefit Association, Vol. 48, No.540, pp. 32-36, 2013.
  10. J. S. Kim, W.S. JI, and S. J. Kang, "Condition of success and future of sharing economy," Gyeonggi Research Institute, No.134, pp. 1-20, 2014. http://kiss.kstudy.com/journal/thesis_name.asp?tname=kiss2002&key=3173516
  11. Y. Choi and J. K. Lee, "Effects of digital cultural capital on the perception of sharing economy," Korean Journal of Communication Studies, Vol. 21, No.1, pp. 89-110, 2013. http://210.101.116.36/InSiteSearch/(iboeza45wia3ro3oj2fskqmr)/ISS_Detail.aspx?a_key=3137289
  12. H. G. Kim, "A study on usefulness of Q method," Korean Society for the Scientific Study of Subjectivity, No.1, pp. 15-33, 1996.
  13. Stephenson, William, 1967, Play Theory of Mass Communication, Chicago: Univ. of Chicago Press.
  14. K. Sanders, William Stephenson: The Study of (His) Behavior, MCR(Dec.), p. 13, 1994.
  15. K. Y. Kim and H. K. Kim, "A study on consumer preference typologing toward sharing economy service models based on collaborative consumption: a strategic approach to marketing communications," Korean Society for the Scientific Study of Subjectivity, No.27, pp. 23-40, 2013. http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02385077
  16. K. Y. Kim and B. G. Lee, "Marketing insights for mobile advertising and consumer segmentation in the cloud era: A Q-R hybrid methodology and practices," Technological Forecasting & Social Change, Vol. 91, pp. 78-92, 2015. http://dx.doi.org/10.1016/j.techfore.2014.01.011

Cited by

  1. 공유경제에 관한 미국 소비자의 주관성 가치체계 연구 : Q 방법론의 적용 vol.19, pp.4, 2015, https://doi.org/10.7472/jksii.2018.19.4.107
  2. China’s Sharing Economy of Mobility Industry: From Perspective of Industrial Ecosystem vol.11, pp.24, 2015, https://doi.org/10.3390/su11247130
  3. Sustainable-Development Measurement of China’s Coworking Industry Using Social-Network Analysis Method vol.13, pp.11, 2015, https://doi.org/10.3390/su13115902