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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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As the smart phone market grows rapidly, the significance of the application (app)market also increases. The purposes of this study were to identify market segmentsaccording to technological innovativeness and clothing involvement, and to compare thedifferences in lifestyles, benefits of fashion information app sought, and intention to use.
The data were collected from smart phone users in their 10s to 30s in 2013, and a totalof 292 data sets were analyzed. The findings of this study were as follows. Therespondents were divided into three groups, innovative group, clothing involvement group,and passive group. Significant differences were found among three segments in terms ofage, marital status, education level, and monthly income. With respect to five lifestylefactors, innovative group and clothing involvement group had higher mean scores forrational purchase, personal relationship, and personality pursuit than passive group.
However, these two groups showed differences in brand pursuit factor. The benefits of thefashion information app were generated into two factors, information benefit and enjoymentbenefit. Innovative group and clothing involvement group had higher values than passivegroup in these two factors. Finally, innovative group had the highest value on the intention to use fashion information app. This study attempts to provide fundamental informationabout the potential market segment for managers or marketers developing fashioninformation apps.
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참고문헌 (33)
참고문헌 신청
Cho, Y. / 2010 / Innovative strategy of digital contents industry through the review of innovation theory: Smartphone market case analysis / Korean Academic Society of Business Adm
Chun, J. / 2010 / Smartphone application technological standard trends / Korea Information Processing Society Review 17 (3) : 43 ~ 50
Goldsmith, R. E. / 1991 / Measuring consumer innovativeness / Journal of the Academy of Marketing Sciences 19 (3) : 209 ~ 221
Jang, S. / 2011 / A study on the process of advertising acceptance and the advertising strategies of fashion brand applications according to the characteristics of smart phone users /
Kim, Y. / 2011 / A study on effects of mobile properties, IT properties and involvement on satisfaction of smartphone application : Focused on fashion application / The e-Bu
Chun, J. / 2010 / Smartphone application technological standard trends / Korea Information Processing Society Review 17 (3) : 43 ~ 50
Goldsmith, R. E. / 1991 / Measuring consumer innovativeness / Journal of the Academy of Marketing Sciences 19 (3) : 209 ~ 221
Jang, S. / 2011 / A study on the process of advertising acceptance and the advertising strategies of fashion brand applications according to the characteristics of smart phone users /
Kim, Y. / 2011 / A study on effects of mobile properties, IT properties and involvement on satisfaction of smartphone application : Focused on fashion application / The e-Bu
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