Since the appearance of smartphones, the smartphone market has been in fierce completion by new technologies and marketing trends. The smartphone market is now somewhat saturated, and the manufacturers are trying to improve their position in the market through the repurchase of existing customers and the influx of competitors. At the same time, customers have their own purchasing criteria for smartphones. Therefore, manufacturers need to determine new technology and marketing trends based on customer purchasing trends and usage characteristics. The aim of this study is to analyze the quality attributes of smartphones. We conducted a survey on 220 respondents, and divided the respondents into several groups by purchasing trends and usage characteristic through cluster analysis. The groups are analyzed and compared based on the Kano model for the quality attributes of smartphone. The analysis result are as follows. Firstly, purchasing trends divide responders into groups that prefers high-end premium smartphones and those that take into account practicality in terms of purchasing trends. Secondly, usage characteristic divide responders into three groups: those with clear usage pattern, those who prefer ease of use, and the rest, and we find out that those with clear usage pattern are important customer in viral marketing. Lastly, Kano analysis is revealed the ‘Slow/ hi-speed camera’, ‘Private mode’, ‘Widget’, ‘Health care’ are attractive quality attributes.

1. 서 론
2. 이론적 배경
    2.1 스마트폰의 구매결정 요인
    2.2 스마트폰의 품질특성
3. 연구방법
    3.1 설문구성
    3.2 자료수집 및 분석 방법
4. 분석결과
    4.1 구매요인을 이용한 군집분석
    4.2 사용특성을 이용한 군집분석
    4.3 군집에 따른 품질특성의 Kano 분석
4. 결론 및 토의
References

• Jong Hun Parkg(대구가톨릭대학교 경영학부) | 박종훈
• Sang Cheon Lee(경상대학교 산업시스템공학부/공학연구원) | 이상천 Corresponding Author
• Jung-Sik Hong(서울과학기술대학교 글로벌융합산업공학과) | 홍정식