로지스틱 회귀분석을 이용한 스마트폰 전환의도에 미치는요인에 관한 연구 (A Study on Factors Affecting Smartphone Switching Intention Based on Logistic-Regression Analysis)

서지정보

· 발행기관 : 한국무역연구원
· 수록지 정보 : 무역연구 / 12권 / 5호 / 453 ~ 466페이지
· 저자명 : 유비, 박상규, 강만수

초록

This study aims to explore the Chinese customers’ after-sales process by determining the influence that monetary value, commitment, and brand type have on users’ intention to switch smartphone brands. With the help of an online research firm, a survey is conducted among the users of Xiaomi, which leads the Chinese smartphone market, and those of Samsung Galaxy, which is striving to gain a sold market share in China, as it does in the global market. The results show that monetary value, commitment, and brand type, affect smartphone brand switching intention, and are statistically significant at α=0.05. Furthermore, the largest influence is monetary value with an Exp(β) of 53.567. In addition, β the switching intention of Xiaomi users is 1.574 times higher than that of Galaxy users. The study explores the influence of monetary value, immersion, and brand type that smartphone users in the Chinese market recognize and the difference among all the variables. Therefore, it is expected that the study results will help in developing marketing strategies to gain a competitive edge over other smartphone manufacturers in China. Also, find the factors that give provide suggestions to meet the needs of consumers by leveraging big data era SNS right to determine the intent of the customer switching behavior is not to be made a high predictive model derived is required.

영어초록

This study aims to explore the Chinese customers’ after-sales process by determining the influence that monetary value, commitment, and brand type have on users’ intention to switch smartphone brands. With the help of an online research firm, a survey is conducted among the users of Xiaomi, which leads the Chinese smartphone market, and those of Samsung Galaxy, which is striving to gain a sold market share in China, as it does in the global market. The results show that monetary value, commitment, and brand type, affect smartphone brand switching intention, and are statistically significant at α=0.05. Furthermore, the largest influence is monetary value with an Exp(β) of 53.567. In addition, β the switching intention of Xiaomi users is 1.574 times higher than that of Galaxy users. The study explores the influence of monetary value, immersion, and brand type that smartphone users in the Chinese market recognize and the difference among all the variables. Therefore, it is expected that the study results will help in developing marketing strategies to gain a competitive edge over other smartphone manufacturers in China. Also, find the factors that give provide suggestions to meet the needs of consumers by leveraging big data era SNS right to determine the intent of the customer switching behavior is not to be made a high predictive model derived is required.

참고자료

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