KOREASCHOLAR

This study aimed to categorize consumers using super app functional characteristics to identify demographic differences, and analyze shopping orientations by consumer type. This data can be used by fashion and beauty companies for product planning and marketing strategies. To categorize super app consumers, data were analyzed with SPSS v.26.0 software using frequency, factor, reliability K-mean cluster, and distributed analyses, one-way-ANOVAs, and Scheffe verification. Cross-analysis was conducted to correlate super app consumer types with demographic characteristics. One-way-ANOVAs and Scheffe verification were used to analyze the differences in shopping preferences between super app consumer groups. As a result of our analyses, super app consumers were classified into four types: the ration type, the low-use type, the multifunction type, and the habit type. There were statistically significant differences between these types in age, occupation, marital status, average monthly household income, and shopping impact factors. Five super app user shopping orientations were identified: brand pursuit, pleasure pursuit, trend pursuit, risk perception, and economic orientation. The differences in the preferred orientation between super app consumer types were found to be statistically significant. The majority of respondents were multifunction type consumers. This group used the super app most frequently and effectively. They also demonstrated the highest scores for all five of the shopping orientations. The classification of consumer types in this study will allow the fashion and beauty industries to utilize super apps for more targeted product design and marketing.

I. Introduction
Ⅱ. Review of Literature
    1. Super app
    2. Shopping orientation
Ⅲ. Research Methods
    1. Research question
    2. Measurement tools
    3. Data collection and analysis methods
    4. Characteristics of respondents
Ⅳ. Results and Discussion
    1. Consumer classification by super app characteristics
    2. Demographic differences by super app consumer type
    3. Shopping orientation factors of super app consumers
    4. Shopping orientation differences by super app consumer type
V. Conclusion
    1. Research summary and implications
    2. Research limitations and future research

• Hye Jung Kim(Adjunct Professor, Dept. of Fashion Industry, Sungshin Women’s University, Korea) | 김해정 (성신여자대학교 의류산업학과 겸임교수)
• Young-Ju Rhee(Associate Professor, Dept. of Fashion Industry, Sungshin Women’s University, Korea) | 이영주 (성신여자대학교 의류산업학과 부교수) Corresponding author