Ki-youn Kim, Journal of Internet Computing and Services, Vol. 19, No. 4, pp. 107-121, Aug. 2018
10.7472/jksii.2018.19.4.107, Full Text:
Keywords: Sharing Economy, Subjectivity, Schemata, Q Methodology, Consumer Behavior, segmentation

Abstract

The purpose of this study is to explore the present US consumer behavioral trends and various cognitive schema types for sharing economy frame and shared service. For this, by applying Q methodology, this paper theoretically defines three differentiated typologies of US consumer in a interpretive perspective. This study is in-depth focused on discovering and categorizing characteristics of a respondent’s thinking structure called ‘schemata’. According to the entire procedures of Q methodology, this paper analyzed Q-sorted data from twenty-four people in the basis of forty Q-samples (statements). Consequently, we discovered four consumer groups named as Type 1 ‘Socialsumer’, Type 2 ‘Smarsumer’, Type 3 ‘Researsumer’.

Statistics
Cite this article