The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Understanding information users through user segmentation using factor analysis and cluster analysis

요인 분석과 클러스터 분석 기법을 활용한 사용자 세분화를 통한 정보이용자 이해

  • 박민수 (강남대학교 데이터사이언스전공)
  • Received : 2020.07.31
  • Accepted : 2020.08.11
  • Published : 2020.08.31
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Abstract

Since the advent of the innovative information technology called the Internet, the dynamism of the information environment has brought about changes in information users' needs and behavior. It is essential to understand information users in this rapidly changing environment, and based on this, it is necessary to effectively build and operate an information service and a system therefor. The purpose of this study is to understand the characteristics according to the segmentation of users of the National Science and Technology Information Service System, and to derive improvements to customized services and content development through research and analysis of content usage. A total of 816 science and technology information service system users participated in online surveys from September to November. Collected data is applied to factor analysis and cluster analysis techniques to subdivide users of science and technology information service systems, to recognize new information technologies and information services, science technology information needs, and science and technology attributes that users consider important. We derived the results according to the segmented user group.

인터넷이라는 혁신적인 정보기술의 도래 이후, 정보 환경의 다이너미즘(dynamism)은 정보 이용자들의 니즈 및 행태에 있어서의 변화를 초래하였다. 이러한 급변하는 환경의 정보 이용자들에 대한 이해는 필수적이며, 이를 기초해서 정보서비스와 이를 위한 시스템을 효과적으로 구축하여 운영할 필요가 있다. 본 연구의 목적은 과학기술정보서비스시스템 이용자의 세분화(segmentation)에 따른 특성을 이해하고 콘텐츠 이용실태 조사·분석을 통하여 맞춤형 서비스와 콘텐츠 개발에 대한 개선사항을 도출함에 있다. 총 816명의 과학기술정보서비스시스템 이용자들이, 지난 9월부터 11월까지, 온라인 설문조사에 참여하였다. 수집된 데이터는 요인 분석과 클러스터 분석 기법을 적용하여, 이용자를 세분화하고 새로운 정보기술과 정보서비스에 대한 인식, 과학기술정보 니즈, 그리고 이용자들이 중요하게 생각하는 과학기술 속성 등을, 세분화된 이용자그룹에 따른 결과를 도출하였다.

Keywords

References

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