Flow 유형이 휴대폰 서비스 이용에 미치는 영향에 관한 연구 = The Effect of Flow Types on the Use of Mobile Phone Service

다국어 초록 (Multilingual Abstract)

Mobile phones are the necessity of the people in present. And the mobile phones are still evolving and evolving. Now the new tech competition with various functions and capacities to push out the old ones to the outside of the market and create new demands is continuously going. In almost every field, the role of mobile phone is increasing in accordance of modern people's demands, who lives their lives very fast and busily, and the current market circumstances.
Based on the model proposed by Novak & Hoffman(2000) theoretically, this study was segmented the mobile phone users by flow types, found the users' features by types and conducted focused on the differences for using the mobile phone by segmented markets. In order to understand the differences of usage of the mobile phone users by flow types, I tried to find whether the differences of the features of population statics, the motivation and the degree of using the mobile phone, the recognition and satisfaction of the quality, the considering factor of selecting telecom companies, etc. were according to types.
According to the result of this study, the Flow type of the mobile phone users was segmented into 5 types such as Flow, controlled, bored, indifference and fear, and as the result of the population statics, in Flow or controlled type, the proportion of the female students were relatively high. This means that the female student had more tendency of feeling Flow in using the mobile phone than the male students.
Then, in order to find which differences were in using the mobile phone by flow types, I analyzed various variants. First, as the result of the cross analysis in order to find whether there were differences in using the mobile phone by flow types except the telephone call with joining telecom companies, there were no notable differences of these variants by flow types.
Moreover, as the result of dispersion analysis in order to find whether there were the differences of the motivation of using the mobile phone by flow types, it was analyzed that there were notable differences between groups on most motivation of considered 15 motivations of utilization. It represented that the motivations of using the mobile phone were different by flow types.
Then, as the result of the dispersion analysis in order to find where there were the differences of the how much concern about the considering factors when people selected telecom companies by flow types, there were no differences in 'the initial joining cost' and 'the company image' and it was analyzed that there were notable differences between groups with 7 considering factors such as 'the monthly utilization fee' or 'the company name recognition', etc. This means that the degree of consider the various factors was different for each flow type when they select the telecom companies.
In order to research which differences were in the behavior of using the mobile phone, as the dispersion analysis, it was found that there were differences of 'the monthly average utilization fee of the mobile phone', 'the monthly average utilization time of the mobile phone' and 'the monthly average utilization numbers of the mobile phone'. Especially the degree of utilization of the controlled group was the highest and the one of the Flow group was quite high. However, in 'the monthly average additional service utilization fee', there was no notable differences statistically.
In addition, as the result of researching the level of the evaluation of service quality on the mobile service by flow types and the level of customer satisfaction, there were no differences between types on the evaluation of service quality, but there were notable differences on customer satisfaction. In the level of customer satisfaction, the flow type was the highest and the second highest one was the controlled group. With referring this study, marketers need to understand the features by flow types and plan the marketing strategies for each type with segmenting the market.

목차 (Table of Contents)

• 표 목차 = ⅲ
• 그림목차 = ⅳ
• Abstract = ⅴ
• 제1장 서론 = 1
• 제1절 문제제기 및 연구목적 = 1
• 제2절 연구의 방법 및 구성 = 4
• 제2장 이론적 배경 = 6
• 제1절 휴대폰에 관한 연구 = 6
• 제2절 플로우에 관한 연구 = 13
• 제3장 연구문제 및 연구방법 = 21
• 제1절 연구문제 = 21
• 제2절 연구방법 = 22
• 제4장 실증분석 = 25
• 제1절 자료수집 = 25
• 제2절 표본연구의 인구통계학적 특성 = 26
• 제3절 플로우 측정문항에 대한 요인분석 = 28
• 제4절 이용자 세분화 및 군집특성 분석 = 31
• 제5장 결론 = 40
• 제1절 결론 요약 = 40
• 제2절 연구의 한계 및 시사점 = 42
• <참고문헌> = 43
• 부록 = 51
• 표 목차 = 1
• <표 1-1> 연도별 이동전화 서비스 가입자 수 = 1
• <표 2-1> Flow의 정의 = 14
• <표 2-2> 연구자별 플로우 구성개념과 관련된 변수들 = 17
• <표 3-1> 플로우 유형 측정 항목과 개념관계 = 23
• <표 4-1> 설문응답자의 인구 통계학적 특성 = 27
• <표 4-2> 플로우 유형 측정 항목에 대한 요인 분석 결과? = 28
• <표 4-3> 군집분석을 통해 추출된 플로우 유형 = 32
• <표 4-4> 군집별 인구통계학적 특성 차이 분석 = 34
• <표 4-5> 군집별 가입통신회사 및 주이용서비스 차이 분석 = 35
• <표 4-6> 플로우 유형별 휴대폰 이용 동기 차이 분석 = 36
• <표 4-7> 플로우 유형별 통신회사 선택 시 고려 요인 차이분석 = 37
• <표 4-8> 플로우 유형별 휴대폰 이용 형태 차이 분석 = 49
• 그림목차 = 5
• <그림 1-1> 연구의 구성 = 5
• <그림 2-1> 플로우 채널분할 모형 발전과정 = 19
• <그림 2-2> Hoffman and Novak's (1996) Conceptual Mode = 20