농식품 구매 시 고객의 정보매체 이용 패턴분석

초록

The purpose of this study is to confirm that there is a difference in the choice of media to obtain information on products according to the purpose of use of the product. As a result, the use of information media in search portal connection service was the highest. However, according to the multi – dimensional scale method using Euclidean distance, customer 's usage pattern of information media showed difference in usage pattern of information media utilization according to product involvement, consumption rate, and necessity level. This implies that the marketing success rate will be higher if you advertise the product or post the characteristics of the product, taking into consideration the systematic product differentiation and the contextual interaction characteristics of the purpose of use.

키워드