모빌리티 앱 사용 관광객의 추구 가치에 따른 시장세분화 연구

Abstract

The importance of mobility applications (apps) are increasing due to the development of transportation and diversification of mobility demand. Even in the tourism industry where "movement" is essential, the importance of mobility apps continues to increase. However, despite the value pursued for travel differs for each tourist, the tourism industry did not consider differences in perception of mobility apps among mobility app users with different values. It is estimated that there are various perception differences depending on the value of travel by tourists, which indicates the need for companies to consider market segmentation to respond to the current mobility app market. Therefore, in this study, cluster analysis was conducted through perceived values as a criterion for classifying mobility app users by group, and the difference in perception (utility, information quality, interaction, perceived behavior control, reliability, privacy, aesthetics, and enjoyment) of mobility apps by cluster was verified. As a result of the analysis, it was found that the perception of all eight factors was the highest in the active group, and on the contrary, the lowest in the passive group. The intermediate group belongs to the two groups, but they were highly aware of functional factors such as usefulness. This study suggests academic and practical implications based on these research results.