중국 외식배달 앱 서비스 고객 시장세분화 및 이용행태 분석

A study was conducted to identify the market segmentation and behavior of consumers using food delivery application services in China and provide marketing implications based on the empirical results. The research results can be summarized as follows. First, an analysis of the factors motivating food delivery app usage revealed three factors: efficiency, convenience, and promotional aspects. Second, for market segmentation, the identified factors were used in cluster analysis, resulting in three clusters named as Non-Purpose Group, Efficiency Seekers, and Convenience Seekers. Third, an analysis of differences between clusters showed that Efficiency Seekers had a relatively higher frequency of app usage compared to other clusters. Fourth, across all clusters, lunchtime was the most popular time for app usage. Fifth, in terms of dining companions, Non-Purpose Group and Convenience Seekers tended to eat with friends, while Efficiency Seekers dined with colleagues. Sixth, all clusters favored Meituan as the most-used app, but Non-Purpose Group and Efficiency Seekers had Baidu as the second-most used, whereas Convenience Seekers favored Eleme as their second choice. Finally, it was observed that married individuals were dominant among Efficiency Seekers and Convenience Seekers. Likewise, the research results are turned out that there is a significant differences exist among consumer behavior by three clusters.