基于对数字化影响认知的消费者群体特征

Q1 Decision Sciences
Mónika Garai-Fodor, László Vasa, Katalin Jäckel
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引用次数: 0

摘要

我们研究的重点是调查消费者对数字化态度的看法。考虑到代际价值观的差异反映在对消费趋势的看法上,包括对数字化趋势的看法,我们还从特定世代的角度分析了对数字化的看法。本研究中提出的主要数据是在匈牙利消费者中使用任意抽样程序进行定量数据收集的结果。采用预先测试的标准化在线问卷调查,共收到3515份可评估问卷。采用描述性统计、双变量和多变量分析来处理定量结果和检验假设。作为研究的结果,我们能够使用K-means聚类程序来描述三个显著可区分的目标群体:“对数字化持怀疑态度的消费者”群体,“接受感受到数字化差异化影响的消费者”群体,以及“积极的数字化消费者”群体。我们已经能够证明,数字化的感知可以用作分割标准,我们也可以统计地证明,根据数字化感知的细分带有世代特定的元素。在我们看来,研究结果可能有助于提高消费者对数字化流程和相关技术的接受程度。这项研究的一个局限性是,研究结果对所考虑的人群是有效的,不能被认为具有代表性。我们认为,根据每个消费者的意识和态度,对各个细分市场进行特征化可以帮助区分教育过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Characteristics of consumer segments based on perceptions of the impact of digitalisation
The focus of our research was to examine consumer perceptions of attitudes towards digitalisation. The perception of digitalisation was also analysed from a generation-specific perspective, given that the difference in values between generations is reflected in the perception of consumer trends, including the trend towards digitalisation. The primary data presented in this study are the results of a quantitative data collection was carried out among Hungarian consumers using an arbitrary sampling procedure. A pre-tested, standardised online questionnaire survey was used, which resulted in 3,515 evaluable questionnaires. Descriptive statistics, bivariate and multivariate analyses were used to process the quantitative results and test the hypotheses. As a result of the study, we were able to characterise three significantly distinguishable target groups using a K-means clustering procedure: the group of "consumers sceptical about digitalisation", the segment of "Accepting consumers who feel the differentiating effects of digitalisation", and The 'positive digital consumer'. We have been able to demonstrate that the perception of digitalisation can be used as a segmentation criterion, and we can also statistically demonstrate that the segments according to the perception of digitalisation carry generation-specific elements. In our opinion the results may help to increase consumer acceptance of digitalisation processes and related technologies. A limitation of the research is that, the results are valid for the population under consideration, cannot be considered representative. We believe that characterising the individual segments can help to differentiate the education process according to the awareness and attitudes of each consumer.
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来源期刊
Decision Making Applications in Management and Engineering
Decision Making Applications in Management and Engineering Decision Sciences-General Decision Sciences
CiteScore
14.40
自引率
0.00%
发文量
35
审稿时长
14 weeks
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