Market Segmentation of Converging New Media Advertising: The Interpretative Approach Based on Consumer Subjectivity

서지정보

· 발행기관 : 한국인터넷정보학회
· 수록지 정보 : 인터넷정보학회논문지 / 15권 / 4호 / 91 ~ 102페이지
· 저자명 : 서경진, 황진하, 정장훈, 김기연

초록

The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the ‘subjectivity’ research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty ‘IT integrated digital advertisement type (Q sample)’ from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as ‘multi-channel digital advertisement pursuit type’, ‘emotional advertisement pursuit type’, ‘new media advertisement pursuit type’, and Web 2.0 advertisement pursuit type’. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.

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