온라인 품절 현상에서 제품특성에 따른 소비자반응의 시장세분화–가격수준, 패션제품 유형을 중심으로

Abstract

The purpose of this study is to market segmentation of consumer responses to online stockouts considering the determinants of stockout response (price level, category of fashion products) by using post market segmentation techniques, which are somewhat unfamiliar in stockout research. This study segmented the stockout responses of consumers using the Mixture regression model. It was found that the price level, the category of fashion products, and the demographic characteristics of consumers have a significant effect on consumers' stockout responses. Five segment markets were derived, and the characteristics of the segment markets showed significant differences for each variable. This study has academic implications that the price level and fashion product classification variables have an effect on the consumer's response to online stockouts using the Mixture regression model. In practice, online shopping companies have the implication that appropriate responses can be made by grafting the results of this study in the stockout situation. I think this study will be an opportunity to make an important turning point for online stockout research.