Çѱ¹Á¤º¸Åë½ÅÇÐȸ ³í¹®Áö (Journal of the Korea Institute of Information and Communication Engineering)
ÇѱÛÁ¦¸ñ(Korean Title) |
IPA ¸ÅÆ®¸¯½º¸¦ È°¿ëÇÑ ¸ð¹ÙÀÏ ¼îÇθô ¼±ÅüӼº¿¡ °üÇÑ ¿¬±¸ |
¿µ¹®Á¦¸ñ(English Title) |
A Study on the Features of Selecting Mobile Shopping Malls Using IPA Metrics |
ÀúÀÚ(Author) |
±èÁ¾ÇÏ
±è°æÈñ
Jong-ha Kim
Kyung-hee Kim
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¿ø¹®¼ö·Ïó(Citation) |
VOL 20 NO. 12 PP. 2379 ~ 2386 (2016. 12) |
Çѱ۳»¿ë (Korean Abstract) |
º» ¿¬±¸´Â ÃÖ±Ù ±Þ¼ºÀåÇÏ°í ÀÖ´Â ¸ð¹ÙÀÏ ¼îÇνÃÀå¿¡¼ ÇâÈÄ Àü·«Àû ¸¶ÄÉÆýûçÁ¡À» ¾ò°íÀÚ ´ëÇлýµéÀ» ´ë»óÀ¸·Î IPA¸ÅÆ®¸¯½º¸¦ È°¿ëÇÏ¿© ºÐ¼®ÇÏ¿´´Ù. ¸ð¹ÙÀÏ ¼îÇθô ¼±ÅüӼº¿¡ ´ëÇÑ IPAºÐ¼®°á°ú´Â ´ÙÀ½°ú °°´Ù. ù°, 21°³ ¼Ó¼º Áß ¡®Á¦°øµÇ´Â Á¦Ç°ÀÇ ½Å·Ú¼º(6.09)¡¯ÀÌ Áß¿äµµ°¡ °¡Àå ³ô°Ô ³ªÅ¸³µÀ¸¸ç, ¡®´ë±Ý°áÁ¦ÀÇ Æí¸®¼º(5.29)¡¯ÀÌ ¼öÇ൵°¡ °¡Àå ³ô°Ô ³ªÅ¸³µ´Ù. µÑ°, À¯Áö °È°¡ ÇÊ¿äÇÑ ¿µ¿ª(Doing great, Keep it up)¿¡´Â ¡®´ë±Ý°áÁ¦ÀÇ Æí¸®¼º¡¯, ¡®Á¦°øµÇ´Â Á¦Ç°ÀÇ ½Å·Ú¼º¡¯ µî 11°³ ¼Ó¼º µîÀÌ Æ÷ÇԵǾú´Ù. ¼Â°, ºÒ¸¸Á· ¿µ¿ª(Focus here)À¸·Î¼ ½ÃÁ¤³ë·ÂÀÌ ÇÊ¿äÇÑ ¼Ó¼ºÀ¸·Î´Â ¡®±³È¯À̳ª ¹Ýǰó¸® ¹× A/S µîÀ» À§ÇÑ ´ë±â½Ã°£ ´ÜÃ࡯ÀÌ ÇØ´çµÇ¾ú´Ù. ³Ý°, Áß¿äµµ¿Í ¼öÇ൵ ¸ðµÎ ³·Àº ¿µ¿ª(Low Priority)¿¡´Â ¡®Çª½Ã/¾Ë¸²ÀÌ ±¸¸Å¿¡ µµ¿ò¡¯ µî 3°³ ¼Ó¼ºÀÌ ÇØ´çµÇ¾ú´Ù. ´Ù¼¸Â°, °úÀ׳ë·ÂÁö¾ç ¿µ¿ª(Overdone)¿¡´Â ¡®Á¦Ç°Á¾·ù°¡ ´Ù¾ç¡¯ µî 4°³ ¼Ó¼ºÀÌ ÇØ´çµÇ¾ú´Ù.
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¿µ¹®³»¿ë (English Abstract) |
This study conducted an analysis using IPA metrics targeting college students to get strategic implications for marketing in the recently fast-growing mobile shopping market. The IPA analysis result about the selection of mobile shopping malls is as follows. First, out of the 21 features, ¡®reliability of the offered products(6.09)¡¯ had the highest level of importance and ¡®convenience of payment(5.29)¡¯ had the highest level of performance. Second, in the area of ¡®Doing great, Keep it up¡® 11 features were included such as ¡®convenience of payment¡¯ and ¡®reliability of the offered products¡¯. Third, the feature that needed to be corrected in the area of ¡®Focus here¡¯ was ¡®shortening the waiting time for exchange, refund or warranty service¡¯. Fourth, low priority areas in terms of importance and performance, there were 3 features including ¡®push/notification helps purchases¡¯. Fifth, to the area of ¡®overdone¡¯ 4 features belonged such as ¡®variety in the type of products¡¯.
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Å°¿öµå(Keyword) |
¸ð¹ÙÀÏ ¼îÇÎ
IPA
Áß¿äµµ
¼öÇ൵
Mobile shopping
IPA
Importance
Performance
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ÆÄÀÏ÷ºÎ |
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