Informatization Policy (정보화정책)

National Information Society Agency (한국지능정보사회진흥원)
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Cluster Analysis for E-Government User Typology: By Purpose of Use, Channel of Use, and Perception of Information & Communication Technology

전자정부 이용자 유형화를 위한 군집분석: 전자정부 이용 목적, 이용채널, 정보통신기술에 대한 주관적 인식을 기준으로

  • Received : 2024.05.16
  • Accepted : 2024.07.08
  • Published : 2024.09.30
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Abstract

In the modern era of digital sophistication, effective public administration warrants a citizen-centric approach that not only anticipates the needs of public service users but also comprehends their behaviors in undertaking proactive measures to deliver public services as needed. This study adopts a typological perspective by viewing e-government users as distinct consumer groups with individualized demands, behavioral tendencies, and perceptual attributes. Utilizing data from a 2021 survey on e-government service utilization, a two-step cluster analysis was conducted to delineate user typology through an empirical study. The analysis incorporated variables such as the purpose of using e-government, selected e-government channels, subjective perceptions of technological risk, and personal innovativeness. Accordingly, e-government users were classified into five distinct typological groups labeled "Unilateral Active Users Geared to Social Media," "Versatile Power Users," "Unilateral Pragmatic Active Users," "Occasional Passive Users," and "Minimal Users." This typological differentiation of e-government user groups is intended to help identify unique user demands and characteristics so as to facilitate the delivery of tailored e-government services and informed policy decisions catering to the diverse needs of users.

오늘날의 디지털 심화 환경에서 행정은 공공서비스 이용자의 필요를 예측하고 행태를 이해하며, 때로는 선제적으로 공공서비스를 제공하는 시민 중심적 시각을 필요로 한다. 본 연구는 전자정부 이용자를 독특한 수요와 행태적·인식적 특성을 가진 서비스 수요자로 간주하고, 이용자 특성을 기준으로 전자정부 이용자 집단을 유형화하였다. 실증분석을 통한 유형 도출을 위해 2021년 전자정부서비스 이용실태조사 데이터를 활용한 2단계 군집분석을 수행하였다. 군집분석에는 전자정부 이용 목적, 이용자가 선택한 전자정부 채널, 이용자의 주관적 기술위험인식과 개인 혁신성 등을 고려하였다. 분석결과에 따르면 전자정부 이용자는, 'SNS 기반 일방향 적극 이용자', '다재다능한 적극적 파워 이용자', '일방향 실용적 적극 이용자', '간헐적 소극 이용자', 그리고 '소극적 최소 이용자'의 총 5가지 그룹으로 세분화되었다. 전자정부 이용자 유형에 따른 집단 구분은 유형 별로 고유한 수요와 이용자로서의 특성을 파악하는 데 유용하여 수요자 맞춤형 전자정부서비스를 제공하기 위한 정책적 시사점의 발굴에 기여할 것으로 기대된다.

Keywords

Acknowledgement

This work was supported by Korea University (K2311751, 2023)

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