2010 8 Vol. 13, No. 3, August 2010

http://cmr.ba.ouhk.edu.hk

1

1

2

_____________________________________

2

2007 1 15 1,523

0-100 66.91% 47 1.84%

(surrogate shoppers)

2008 1 Google

618

96 10 430 9.39%

1.45%

Plummer (1974)

(1)

(2)

(3)

3

(4)

(2006)

Hollander & Rassuli (1999)

2006

2008 1 Google

618

ebay

1

1

iGo

ebay

BBS

kijiji

Wii

CD

2

4

2

CD

:

:

:

1000

10% 100

1000

100 1000 5000 200

3

3

5

Wendell R. Smith 1956 (market segmentation)

Kotler

& Keller (2005) (heterogeneous)

Plummer (1974)

Wind (1978)

Plummer (1974)

2000

(Activity) (Interest) (Opinion) AIO (Activities,

Interest, Opinion) Plummer (1974) AIO

Williams (1982)

Engel et al.

6

(1995)

Kotler & Keller (2005)

Engel et al.1995

1

2

3

Plummer1974 AIO 2004

0.6

Likert Scale 20

7

Engel et al. (1995)

EKB

1999

0.6

Likert Scale 20

2004

4

6

2008 3 10 3 23

30 1

0.5 Cronbachs 0.6

15

15 4

6 2008 3 31

2008 4 27

203

178 87.6%

56.7% 19~30

88.2%

62.4% 10000 (38.8%)

20001~30000 (18.5%)~

8

37.6%

30.3% 4

4

77

101

43.3%

56.7%

18 19~22 23~26 27~30

31~35 36~40 41~45 46~50 50

6

59

55

43

8

3

3

0

1

3.4%

33.1%

30.9%

24.2%

4.5%

4.7%

4.7%

0%

0.6%

67

11

16

21

0

6

10

12

35

37.6%

6.2%

9.0%

11.8%

0%

3.4%

5.6%

6.7%

19.7%

30

111

34

2

1

16.9%

62.4%

19.1%

1.1%

0.6%

10000 10001~20000 20001~30000 30001~40000

40001~50000 50001~60000 60001~70000 70001~80000 80001

69

30

33

27

10

4

2

2

1

38.8%

16.9%

18.5%

15.2%

5.6%

2.2%

1.1%

1.1%

0.6%

67

54

46

9

2

37.6%

30.3%

25.8%

5.1%

1.1%

9

:

(1)

0~1 6

3.4%2~3 47 26.4%4~5 42 23.6%6~7

25 14%8~9 13 7.3%10~11 10 5.6%

12 35 19.7%

2~3 4~5

(2)

499

5 2.8%500~1000 28 15.7%1001~2000

76 42.7%2001~3000 32 18%3001~4000

19 10.7%4001~5000 5 2.8%5001 13

7.3% 1001~2000 42.7%

2001~3000

(3) ?

51

28.7% 42 23.6% 85 47.8%

(4)

4

2.2% 146 82% 20 11.2%

BBS 7 3.9% 0 0% 1

0.6%

Cronbachs

0.8216 0.6534 Malhotra

2007 Cronbach 0.6

10

0.6

15 KMO (Kaiser-Meyer-Olkin)

0.739Bartlett 988.019 (p=0.000)

=105 Kaiser (1974)

1 0.5

62.411%Cronbachs

0.7

Cronbachs 5

5

12.

03.

09.

07.

.762

.707

.678

.556

11.

10.

05.

08.

.819

.797

.650

.641

06.

15.

04.

.740

.671

.633

11

14.

.602

01.

13.

02.

.863

.755

.716

2.635 2.409 2.274 2.044

17.565 33.622 48.785 62.411

Cronbachs 0.7009 0.7848 0.7099 0.7124

K-means

1 68 2 50

3 60

1 92.6% 2 96.0% 3 90.0%

92.7% 6

(Scheffe)

7

12

6 N=178

1 2 3

1 63 5 0 6838.2% 92.6%

2 0 48 2 5028.1% 96.0%

3 6 0 54 6033.7% 90.0%

:=92.7%

7

1

N=68

2

N=50

3

N=60

F P Scheffe

0.7196 0.2988 1.0138 76.106 0.000*** 3>1>2

0.9966 0.1475 1.1142 93.723 0.000*** 3>1>2

0.2316 0.8142 1.0458 87.557 0.000*** 3>1>2

0.2888 0.8033 0.5144 49.450 0.000*** 3>2>1

:***p

13

8

14.

13.

04.

09.

01.

.918

.893

.839

.838

.673

10.

12.

11.

15.

.834

.820

.807

.722

03.

08.

02.

.889

.845

.841

05.

06.

07.

.877

.834

.766

2.961 2.232 2.174 2.133

24.480 43.244 59.567 74.291

Cronbachs 0.9048 0.8563 0.85411 0.7960

14

9

3.01 3.03

3.81

3.52 4.13

3.47 3.44

1

9

1

N=68

2

N=50

3

N=60

F P

3.11 2.66 3.52 21.830 0.000**

3.56 2.90 4.13 40.774 0.000**

3.01 3.81 3.47 20.311 0.000**

3.03 3.28 3.44 4.390 0.014**

:***p

15

3

10

1

N=68

2

N=50

3

N=60

2 P

40

28

19

31

18

42

11.572 0.003***

18

19~22

23~26

27~30

31~35

36~40

41~45

46~50

50

1

17

26

18

3

1

1

0

1

4

8

10

20

4

2

2

0

0

1

34

19

5

1

0

0

0

0

44.209 0.000***

14

6

8

10

0

3

6

3

18

14

4

7

8

0

3

2

4

8

39

1

1

3

0

0

2

5

9

39.377 0.000***

21

26

20

0

1

7

31

10

2

0

2

54

4

0

0

43.788 0.000***

10000

10001~20000

20001~30000

30001~40000

40001~50000

50001~60000

60001~70000

19

12

16

14

3

1

2

20

10

8

8

3

0

0

30

8

9

5

4

3

0

19.396 0.249

16

70001~80000

80001

1

0

1

0

0

1

25

24

15

3

1

15

14

16

5

0

27

16

15

1

1

8.315 0.403

:***p

17

38.2%28.1%

33.7%

23~26

27~30

19~22 ()

18

Kotler & Keller2005

Plummer1974

(Engel et al., 1995)

Engel

(1)

19

(2)

37.6%

10000

(3)

1001~2000

2~3

(4)

20

(1)

(2)

(3)

(4)

(2006)

11 6970

(1999)

(2000)2000

(2004)

2 1 89121

Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1995). Consumer Behavior (8th

ed.).Chicago: Dryden Press.

21

Hollander, S. C., & Rassuli, K. M. (1999). Shopping with Other Peoples Money:

The Marketing Management Implications of Surrogate-Mediated Consumer

Decision Making. Journal of Marketing, 63(2), 102118.

Kotler, P., & Keller, K. L. (2005). Marketing Management. NJ: Prentice-Hall.

Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1),

3136.

Malhotra, N. K. (2007). Marketing Research: An Applied Orientation. Upper

Saddle River, NJ: Pearson Prentice Hall.

Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation.

Journal of Marketing, 38(1), 3338.

Smith, W. R. (1956). Product Differentiation and Market Segmentation as

Alternative Marketing Strategies. Journal of Marketing, 21(1), 38.

Williams, T. G. (1982). Consumer Behavior: Fundamental and Strategies. St. Paul,

Minn.: West Publishing Co.

Wind, Y. (1978). Issues and Advances in Segmentation Research. Journal of

Marketing Research, 15(3), 317337.