이용과 충족, 혁신, 인구통계학적 요인이 종이신문 이용자 세분화에 미치는 영향에 관한 연구: 구독자와 비구독자를 중심으로

초록

The purpose of this study is to segment the types of users related to newspapers and to explore the influence of factors that explain the characteristics of the user types. This study was largely divided into four types, such as newspaper continuers, newspaper discontinuers, newspaper potentials and newspaper resistors to subscribe based on newspaper experience, and examined demographic characteristics (RQ 1). In addition, variables were set from the viewpoints of U&G and IDT, and logistic regression analysis was conducted to see how these variables explain the characteristics of each type (RQ 2, 3). As a result, newspaper discontinuers were the largest and newspaper potentials were the smallest. As a result of logistic regression analysis, gratification opportunities and aggressiveness factors explained the characteristics of newspaper discontinuers, and the relative advantage of PC news explained the characteristics of newspaper continuers. Innerinnovativeness explained the characteristics of newspaper discontinuers, and the perceived compatibility was confirmed as a variable that explained the characteristics of all groups compared to the reference group. Age factor was identified to explain the characteristics of newspaper continuers and newspaper discontinuers. The result of this study is meaningful in that it is an early study that divided the types of newspaper users into four dimensions. In addition, characteristics of each type provide basic information for building a marketing strategy for subscribers.

키워드