플로우 경험이 휴대폰 서비스 이용에 미치는 영향에 관한 연구 (A Study on the Effects of Flow on the Utilization of Mobile Phone Service)

서지정보

· 발행기관 : 한국경영과학회
· 수록지 정보 : 경영과학 / 27권 / 3호 / 117 ~ 135페이지
· 저자명 : 박윤서, 이승인, 이효선

초록

The purpose of this study is to segment the mobile phone users based on the flow types and to understand the differences in mobile phone usage behavior between the segmented groups. The 'flow' construct, which was introduced first in marketing by Hoffman and Novak[44], has been used as an important keyword for understanding consumer behavior on the World Wide Web. In this paper, we will try to use the flow aspect for the mobile market segmentation, which is one of the most fundamental tools for developing a successful marketing strategy on the mobile phone service market.
We collected survey data from consumers and analyzed the data with the SPSS 12.0 package where we did χ²-test, factor analysis, one-way ANOVA and cluster analysis. Main results of this study are as follow. First, the flow types of the mobile phone users were classified into five types, which are named as the 'Flow' type, 'Apathy' type, 'Anxiety' type, 'Boredom' type, 'Control' type. Second, most of the results related to the usage of mobile phone service showed statistically significant differences between flow types. These findings suggest that the mobile phone service marketers should consider the various flow types of users and work out effective market segmentation strategies based on these consumer flow types.

영어초록

The purpose of this study is to segment the mobile phone users based on the flow types and to understand the differences in mobile phone usage behavior between the segmented groups. The 'flow' construct, which was introduced first in marketing by Hoffman and Novak[44], has been used as an important keyword for understanding consumer behavior on the World Wide Web. In this paper, we will try to use the flow aspect for the mobile market segmentation, which is one of the most fundamental tools for developing a successful marketing strategy on the mobile phone service market.
We collected survey data from consumers and analyzed the data with the SPSS 12.0 package where we did χ²-test, factor analysis, one-way ANOVA and cluster analysis. Main results of this study are as follow. First, the flow types of the mobile phone users were classified into five types, which are named as the 'Flow' type, 'Apathy' type, 'Anxiety' type, 'Boredom' type, 'Control' type. Second, most of the results related to the usage of mobile phone service showed statistically significant differences between flow types. These findings suggest that the mobile phone service marketers should consider the various flow types of users and work out effective market segmentation strategies based on these consumer flow types.

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