Journal of the Korean Data and Information Science Society

The Korean Data and Information Science Society (한국데이터정보과학회)
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An empirical study of Chinese consumers' lifestyle by country of origin effect of mobile phone

중국소비자 조사에서 휴대폰의 원산국 효과에 따른 라이프스타일 실증 연구

  • 김성주 (성균관대학교 경영대학)
  • Received : 2016.10.20
  • Accepted : 2016.11.22
  • Published : 2016.11.30
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Abstract

This paper is an empirical study of chinese consumers' lifestyle by country of origin effect of mobile phone. The data we analyze in this paper was collected and studied in Kim et al. (2006, 2007). We classify the respondents into the four groups according to the responses of country of origin effect of mobile phone. The four groups are group K (preference in made in Korea), group J (preference in made in Japan), group U (preference in made in USA), and group C (preference in made in China). One-way ANOVA and stepwise discriminant analysis are applied to classify the training sample which consists of 89 lifestyle variables and two personnel information. It is observed that group K is more open-minded, out front, aggressive, and self-assertive compared to group C.

이 논문에서는 중국소비자들을 대상으로 휴대폰의 원산국 효과에 따라 라이프스타일에서 어떤 차이점이 있는지 실증 분석해 보고자 한다. 분석 데이터는 Kim 등 (2006, 2007)에 의해 선행연구 된 바 있다. 그룹 멤버십은 휴대폰의 원산국 효과에 대한 응답을 바탕으로 응답자를 4개 그룹으로 분류하였다. 즉, 4개 그룹은 한국산 휴대폰을 선호하는 그룹 K, 일본산 휴대폰을 선호하는 그룹 J, 미국산 휴대폰을 선호하는 그룹 U, 그리고 중국산 휴대폰을 선호하는 그룹 C이다. 이러한 그룹 멤버십을 바탕으로 일원배치 분산분석과 단계적 판별분석을 이용하여 89개 라이프스타일 변수와 2개 개인정보로 이루어진 학습표본 (training sample)을 4개 그룹으로 분류하였다. 그 결과 한국산 휴대폰을 선호하는 그룹 K는 중국산 휴대폰을 선호하는 그룹 C에 비해 개방적이고, 진보적이고, 적극적이고, 그리고 개성이 강한 것으로 보였다.

Keywords

References

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