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KMID : 1159320210230040509
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Korean Journal of Vision Science
2021 Volume.23 No. 4 p.509 ~ p.524
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A Study on Selection Attributes of Glasses Using Conjoint Analysis
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Suh Yeo-Joo
Leeem Hyun-Sung
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Abstract
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Purpose : The purpose of this study is to analyze the selection factors that are important for purchasing glasses, to identify the characteristics of the factors that consumers prefer to purchase glasses the most, and to suggest implications by finding the attributes that require change from the important attributes.
Methods : A conjoint analysis was performed to analyze the combination and importance of the most preferred selection attribute among the important selection factors when purchasing glasses.
Results : As a result of analyzing important selection attributes when purchasing glasses, the material is 'strong', the design is 'suitable for the face shape', the price is '7 million won to less than 15 million won', the place to buy glasses is 'purchase online', and the sales method is 'one-stop support service' appeared as the most important attribute. However, as a result of the conjoint analysis, the combination of the selection attributes that give the most utility when purchasing glasses is 'comfort' for material, 'suitable for the face shape' for design, 'less than 7 million won' for price, and the place to buy glasses is 'at an optical shop' and sales method were analyzed as 'one-stop support service'. As a result of chi-sqare analysis by demographic variables and spectacle use characteristic variables for the important selection attributes when purchasing glasses, statistically significant differences were found only in the group by sex, age, and average period of replacing glasses.
Conclusion : Through this study, it is meaningful not only to derive the combination of optimal selection attributes and important attributes that consumers prefer to purchase glasses, but also to compare the differences in consumer demographic variables and glasses use characteristic variables based on this.
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KEYWORD
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Chi-Square Analysis, Conjoint Analysis, Important Selection Attributes When Buying glasses, Spectacle Consumer
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