스마트폰 소비에 대한 연구

• 영문명: Consumption of Smart phone ： A comparative study with consumption of feature phone
• 발행기관: 호서대학교 사회과학연구소
• 저자명: 전상민(Sangmin Jun)
• 간행물 정보: 『사회과학연구』제33집 제1호, 83~108쪽, 전체 26쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2014.12.30

국문 초록

현대 정보화 사회의 하나의 표상인 스마트폰은 소비자에게 통화 기능 외,정보와 재미，편리함을 제공하는 컨버전스 제품으로，최근 스마트폰에 대한소비자와 시장의 관심이 높고，스마트폰으로 인한 소비자의 일상생활 변화가 주목받고 있다. 본 연구는 스마트폰의 주 이용자인 2.30대 남녀소비자를 대상으로 스마트폰에 대한 소비자의 특성과 소비행태를 파악하고 이를 일반휴대폰의 소비와 비교함으로써 스마트 혁명이라고도 불리는 스마트폰 소비에 대해 심도 있게 논하고，소비자지향적인 스마트폰 소비를 위한 제언을 하고자하였다. 본 연구 결과，스마트폰은 기존의 휴대폰 소비영역을 확대하여 소비자의 생활을 편리하게 해주고，즐겁게 해주며，도와주는 역할을 함으로써 소비자에게 통신기기 외，정보•생활 기기로서 인식 및 활용되고 있다. 단，기존 휴대폰과 마찬가지로 통신 기능이 가장 주된 이용 기능으로 나타나 통신서비스 품질관리에 대한 지속적인 관심과 노력이 전제되어야 한다. 스마트폰에 대한 소비자의니즈는 높았으나，높은 구입 금액과 통신 요금으로 인해 현재까지는 소득이 높고, 회사원이나 전문직에 종사하는 소비자들을 중심으로 보급이 되어 있다. 향후 스마트폰에 대한 구입의사가 매우 높아 빠른 시장 확대가 예상되나，비용적 인 부분(구입 가격，통신 요금)에 대한 소비자 만족도가 낮아 스마트폰의 보급이 확대되는 단계에 따라 구입 금액과 통신 요금이 조정이 검토되어야 한다. 스마트폰은 일반휴대폰과 달리 자기표현，타자승인의 도구로 인식되고 있고, 유명하고 비싼 제품에 대한 선호도가 높아 과시, 동조, 과소비 등의 비합리적 소비행동과 연결될 우려가 있다. 또한, 현재 스마트폰은 실용적 기능보 다는 오락적 기능에 대한 활용도가 높아 문제로 지적된다. 따라서 소비자는 어떤 유형의 휴대폰이 본인에게 적합한 제품인지 판단하여 합리적으로 휴대폰 구매를 결정해야 하고，스마트폰을 이용할 때에는 실용적 기능과 오락적기능을 모두 충분히 활용하되, 스마트폰에 대한 중독소비와 이로 인한 경제적손실은 예방할 수 있어야 한다. 이를 위해서는 합리적인 휴대폰 선택 및 스마트폰 사용법에 대한 소비자교육과 홍보, 그리고 보다 사용하기 쉬운 사용자 인터페이스 개발을 위한 업체의 노력이 필요하다.

영문 초록

Smart phone is the symbol of this information society and it provides both information and entertainment for consumers. There has been much attention towards the consumption of smart phone since 2009, when Apple s smart phone, iPhone 3G, had its debut in Korea Also, new functions of smart phone has changed consumers life style. However, so far, few studies in the consumer behavior field have suggested the consumption of smart phone. The purpose of this study is to provide an overview of the current smart phone consumption, and to examine the characteristics of smart phone owners. To do that, this study made a comparative study with consumption of feature phone, and conducted a consumer survey by mail between September and October 2010. A purposive stratified sample of smart phone owners(N=200) and feature phone owners(N=200)，aged between 20-39 and living in Seoul and Gyeonggi-dᄋ, was used This study analyzed two parts* (a) consumption behaviors and attitudes of smart phone owners and feature phone owners(e.g., motivation for purchasing, price paid, place of using, satisfaction levels, purchase intention)； and (b) the characteristics of smart phone and feature phone owners including their demographic characteristics(e.g., occupation and household income) and consumption style on mobile phone(e.g., economic efficiency seeking/value consumption, self-expressing/self-image, and innovation seeking). The findings of this study present that smart phone owners bought their mobile phones because of preference on various applications and curiosity about new functions of smart phone. Compared with them, feature phone owners bought thenmobile phones because of their preference on design and brand name of feature phone. Before purchasing, smart phone owners considered the performance and convenience of smart phone, and feature phone owners considered the price of feature phone. In general, when smart phone owners decided what to buy, all items(e.g., performance, design, and price) were important considerations. It shows that smart phone is high-involvement product for consumers. Average price of smart phone was 210,100 won, which was about twice higher compared to the price of feature phone(115,300 won). Smart phone owners used various functions frequently； not only call and SMS but also web searching, game, and GPS. Also, they used their smart phones for 5.39 hours a day and paid 68,200 won a month as their phone bills. In contrast, feature phone owners used a few functions frequently； call and SMS, the basic functions of a mobile phone, and used their feature phones for 3.32 hours a day paying 45,800 won a month. Respondents including both smart phone owners and feature phone owners answered that mobile phones connected themselves with their family and friends, and without mobile phones they felt uncomfortable. Comparing to feature phone owners, smart phone owners responded that smart phone entertained themselves, and were precious assistant. All consumers responded that they were satisfied with their mobile phones for the most part(e.g., quality of call, performance, brand, after-sales service). But smart phone owners were dissatisfied with the prices of their phones and phone bills. Contrary to them, feature phone owners were dissatisfied with internet services of their phones. The findings showed that 90% of smart phone owners and 72% of feature phone owners wanted to buy smart phones in the future. There were significant differences of demographic characters and consumption style on mobile phone between smart phone owners and feature phone owners. Household income of smart phone owners(4,166,500 won a month) was higher than that of feature phone owners(3，622，900 won a month). The rate of office workers and professionals among smart phone owners was higher than that of feature phone owners. In terms of consumption style on mobile phone, comparing to feature phone owners, smart phone owners enjoyed usi

목차

I . 서론

I I . 이론적 배경

III. 연구문제 및 연구방법

IV. 연구결과

v . 결론 및 제언

참고문헌

키워드

스마트폰 일반휴대폰 실용적 기능 오락적 기능 비합리적 소비행동 smart phone feature phone；practical function entertainmentfunction irrational consumption behavior