관여차원을 이용한 여가성 달림이의 시장세분화 연구

Abstract

This study attempts to classify 10km recreational runners into homogeneous segments based on their involvement dimensions. The three objectives of this study were: (1) to construct dimensions of recreational runners based on their involvement; (2) to identify distinct market segments using recreational runners’ involvement; and (3) to profile selected market segments based on their demographic and behavioral characteristics. Factor analysis identified two factors of involvement: Pleasure/Importance and Risk Probability. These involvement factors were used to cluster recreational runners into three groups: Indifference, Pleasure/Importance, and Risk Perception. Significant differences between segments were identified with gender, age, marital status, monthly income, marathon club membership, and information source. The results suggest that distinct and meaningful market segments can be identified through the use of involvement dimensions in conjunction with demographic and behavioral characteristics.