• Title, Summary, Keyword: online segmentation

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Fashion Consumer Segmentation based on Interpersonal Trust Online

  • Ahn, Soo-kyoung
    • Journal of Fashion Business
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    • v.22 no.3
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    • pp.39-56
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    • 2018
  • Since trusting in other consumers may refer to having similar needs and preferences on fashion goods with them, interpersonal trust can be a reliable and practical criterion for market segmentation online. Therefore, this study aims to identify fashion online consumers based on interpersonal trust. This study segments fashion consumers based on interpersonal trust and experience and describes characteristics of each segment by examining demo-psychographic and behavioral variables as well as clothing consumption values. An online survey was conducted to collect data from 426 adult consumers who had bought fashion goods from their patronized e-tailer in the past one month. They completed a self-administered questionnaire inquiring about interpersonal trust, trust in e-tailers, purchase intentions, clothing consumption values, and their purchasing behavior online. Two-step cluster analysis generated four segments: distrustful doers, trusting doers, inactive trusters, and distrusters. They exhibited different characteristics in gender, online experiences, interpersonal trust, clothing consumption values, trust in the e-tailers, and attitude toward the e-tailers. Providing a new effective segmentation base, this study suggests that fashion marketers identify customers with a high level of trust in other customers and develop an encouraging environment that customers can interact with others in order to increase the effectiveness of trust. Because customers with a higher level of interpersonal trust are likely to have stronger trust in e-tailers with, more favorable attitude and purchase intention, and highly perceive the value of clothing consumption than those who have a lower level of interpersonal trust.

Segmentation of Online Game Market Using a Two-Phase Approach

  • Lee, Sang-Chul;Kim, Jae-Kyeong;Suh, Yung-Ho
    • Proceedings of the Korean Operations and Management Science Society Conference
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    • pp.343-346
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    • 2004
  • The purpose of our research is to identify the critical variables and to develop a new methodology for market segmentation of online game market. Our research tested the model with Korean online game users because Korean online game industry is the frontier of global online game industries. Conclusively, the critical variables are the suitability of feedback, the reality of design, the precision of information and the involvement of virtual community. The analysis of segmentation shows that the primary target audiences are positively influenced by the reality of design and the involvement of virtual community. To attract the primary target audiences, online game companies should develop strategies depending on the effectiveness of the variables and the demographic and behavioral characteristics of target audiences.

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Methodology for Applying Text Mining Techniques to Analyzing Online Customer Reviews for Market Segmentation (온라인 고객리뷰 분석을 통한 시장세분화에 텍스트마이닝 기술을 적용하기 위한 방법론)

  • Kim, Keun-Hyung;Oh, Sung-Ryoel
    • The Journal of the Korea Contents Association
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    • v.9 no.8
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    • pp.272-284
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    • 2009
  • In this paper, we proposed the methodology for analyzing online customer reviews by using text mining technologies. We introduced marketing segmentation into the methodology because it would be efficient and effective to analyze the online customers by grouping them into similar online customers that might include similar opinions and experiences of the customers. That is, the methodology uses categorization and information extraction functions among text mining technologies, matched up with the concept of market segmentation. In particular, the methodology also uses cross-tabulations analysis function which is a kind of traditional statistics analysis functions to derive rigorous results of the analysis. In order to confirm the validity of the methodology, we actually analyzed online customer reviews related with tourism by using the methodology.

Consumer Segmentation by Lifestyle and Development of e-CRM Strategies (라이프스타일에 따른 고객세분화 및 e-CRM 전략제안)

  • Ko Eunju;Kwon Joon Hee;Yun Sun Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.29 no.6
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    • pp.847-858
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    • 2005
  • The purpose of this study was to examine consumer purchasing behavior of the online shoppers particularly using online clothing shopping mall and to analyze the key factors of both satisfaction and dissatisfaction of their purchase and to compare the both group by lifestyle segmentation in order to provide the e-CRM strategies. Focus group interviews and survey were conducted in December, 2003 with 30 online shoppers who have an experience of online clothing purchasing. The data analysis included the content analysis, descriptive statistics, K-means and factor analysis. Key findings of the study were as follows: First, online shoppers spent average 3.5 hours on internet and usually purchased clothing while surfing the web. Second, consumers were satisfied with reasonable price and customized service but dissatisfied with delayed delivery, limited product availability in both size and color and return policy. Third, according to the lifestyle segmentation, online shoppers could be characterized as 'Luxurious', 'Trendy' and 'Prudent' 'Luxury-oriented consumers', who value fashion, diet and social activity, tended to purchase basic yet high quality products. However, 'Trend-oriented consumers', to whom fashion trend was most important, purchased various latest fashion products with reasonable price and showed generally positive response to emails sent by e-retailers. And lastly 'Prudence-oriented consumers', whose buying decision was based solely on practicality, appeared to be reluctant to purchase clothing online while seeking more credible information and competitive price. In conclusion, this study has its significance in that it helps promote relationships between customers and e-retailers by providing differentiated e-CRM strategies through each customer groups 'lifestyle segmentation and consumer purchasing behavior analysis.

Market Segmentation of Online Apparel Buyers Based on Attribute Evaluations in Choice Sets (선택상황에서의 제품 속성평가를 바탕으로 한 온라인 의류 구매자 세분화)

  • Park, Ha-Na;Lee, Kyu-Hye
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.7
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    • pp.1086-1097
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    • 2009
  • Consumers have more choices for apparel products as e-shopping grows. This study examines the importance of apparel product attributes and classifies online apparel buyers into groups based on product attribute evaluation in various choice sets. For the empirical research, the online survey was conducted and Latent Gold Choice 4.0 was used for the choice-based conjoint analysis. Five consumer segments are found based on the choice selection of product attributes. The importance of product attributes (online shopping mall, brand, price, and style) and the preference of each product attribute level were different across segments. This research improves the knowledge of the purchasing behavior of online apparel buyers and provides proper attribute combinations of apparel e-shopping for each consumer segment.

Graphemes Segmentation for Arabic Online Handwriting Modeling

  • Boubaker, Houcine;Tagougui, Najiba;El Abed, Haikal;Kherallah, Monji;Alimi, Adel M.
    • Journal of Information Processing Systems
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    • v.10 no.4
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    • pp.503-522
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    • 2014
  • In the cursive handwriting recognition process, script trajectory segmentation and modeling represent an important task for large or open lexicon context that becomes more complicated in multi-writer applications. In this paper, we will present a developed system of Arabic online handwriting modeling based on graphemes segmentation and the extraction of its geometric features. The main contribution consists of adapting the Fourier descriptors to model the open trajectory of the segmented graphemes. To segment the trajectory of the handwriting, the system proceeds by first detecting its baseline by checking combined geometric and logic conditions. Then, the detected baseline is used as a topologic reference for the extraction of particular points that delimit the graphemes' trajectories. Each segmented grapheme is then represented by a set of relevant geometric features that include the vector of the Fourier descriptors for trajectory shape modeling, normalized metric parameters that model the grapheme dimensions, its position in respect to the baseline, and codes for the description of its associated diacritics.

Market Segmentation Based on Online Fashion Communities' Behavioral Types (온라인 패션 커뮤니티 행동 유형에 따른 시장 세분화)

  • An, Jung-Hee;Lee, Soo Jin
    • Journal of the Korean Society of Costume
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    • v.65 no.7
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    • pp.101-117
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    • 2015
  • Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

Strategy for teenager-customer management in online shopping mall (인터넷쇼핑몰의 청소년 고객 관리 전략)

  • Jin, Seo-Hoon;Lee, Seung-Eun
    • CRM연구
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    • v.3 no.1
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    • pp.19-28
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    • 2010
  • Recently, teenagers show big purchasing power in retail industry. Online shopping malls re also in similar situation. Therefore online shopping mall companies want to manage teenager customers properly. This study is about understanding current status of teenager customers in online shopping mall industry and deriving strategy for management of teenager customers based on the status. Successful CRM for teenager customers can be achieved by building a segmentation of customers along with their behaviors and needs. Each segment should be managed by proper communication plan which is differentiated in accordance with segment characteristics.

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A Study on Cross-border Online Shoppers for Fashion Products by Benefit Sought

  • An, Sangheuk;Jung, Jihoon;Lee, Hyun-Hwa
    • International Journal of Costume and Fashion
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    • v.16 no.2
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    • pp.25-50
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    • 2016
  • The purpose of the study was to identify dimensions of benefit sought where consumer cross-border online shoppers seek and to examine the effects of the dimensions on expectancy, perceived performance, disconformity and satisfaction with cross-border online shopping. A total of 258 data were gathered and analyzed using SPSS 22.0. The results of the study identified that six dimensions of benefit sought of cross-border online shopping, which were economic-efficiency, convenience, uniqueness, scarcity, superiority and conformity seeking. There were significant effects of economic-efficiency, scarcity and uniqueness seeking on the expectancy, perceived performance, and satisfaction. In addition, consumers were segmented as four clusters classified using benefit sought of cross-border online shopping. The four clusters were labeled as "high interest type", "disinterested type", "unique scarcity type", and "price-first unfussy type". The significant differences were found among the clusters in the research constructs of expectancy and disconfirmation theory. The findings of the study suggested practical and managerial implications.

A Study on the DB-IR Integration: Per-Document Basis Online Index Maintenance

  • Jin, Du-Seok;Jung, Hoe-Kyung
    • Journal of information and communication convergence engineering
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    • v.7 no.3
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    • pp.275-280
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    • 2009
  • While database(DB) and information retrieval(IR) have been developed independently, there have been emerging requirements that both data management and efficient text retrieval should be supported simultaneously in an information system such as health care, customer support, XML data management, and digital libraries. The great divide between DB and IR has caused different manners in index maintenance for newly arriving documents. While DB has extended its SQL layer to cope with text fields due to lack of intact mechanism to build IR-like index, IR usually treats a block of new documents as a logical unit of index maintenance since it has no concept of integrity constraint. However, In the DB-IR integrations, a transaction on adding or updating a document should include maintenance of the posting lists accompanied by the document. Although DB-IR integration has been budded in the research filed, the issue will remain difficult and rewarding areas for a while. One of the primary reasons is lack of efficient online transactional index maintenance. In this paper, performance of a few strategies for per-document basis transactional index maintenance - direct index update, pulsing auxiliary index and posting segmentation index - will be evaluated. The result shows that the pulsing auxiliary strategy and posting segmentation indexing scheme, can be a challenging candidates for text field indexing in DB-IR integration.