스마트폰 구매결정 요인의 중요도와 만족도에 관한 연구

• 영문명: A Study on the Importance and Satisfaction of Purchase Decision Factor of Smart Phone: Focusing on Chinese Consumers
• 발행기관: 한국IT서비스학회
• 저자명: 한려화(Li hua Han) 안종창(Jong chang Ahn)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 275~298쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The purpose of this study is to verify the difference between the importance level and the satisfaction level of each purchase decision factor of smart phone. Through review of literatures about purchase decision factors, we have derived about attributes of 6 factors. T-test, importance performance analysis (IPA), and regression analysis were conducted to identify priorities among the details of the importance and satisfaction and to analyze the effect relationship between satisfaction of each factor and overall satisfaction. Looking at a few high-priority order, battery capacity, memory capacity, fast and accurate repair, the adequacy of the repair cost, and processor in the top five factors were shown to be an important factor when purchasing smart phones. The results of this study can provide the marketing strategies for smart phone suppliers. In addition, these results imply what factors of smart phones should be more considered before launching into chinese smart phone market.

목차

Abstract

1. 서론

2. 스마트폰에 대한 이론적 고찰

3. 연구 설계

4. 분석 결과

5. 결론

References

키워드

Smart Phone Attributes Purchase Decision Factor Consumer Satisfaction Importance-Satisfaction Analysis IPA