[논문]개인화 전략과 대학생들의 의류제품 쇼핑성향

김연희; 이규혜

doi:10.5850/jksct.2009.33.6.949

개인화 전략과 대학생들의 의류제품 쇼핑성향
Personalization Strategies and Apparel Shopping Orientation of College Students 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.33 no.6, 2009년, pp.949 - 957

김연희 (한양대학교 생활과학대학 의류학과) , 이규혜 (한양대학교 생활과학대학 의류학과)

초록
AI-Helper

패션산업은 다양한 소비자 욕구를 충족시키면서 고객 만족을 극대화 시켜야 하는 산업이다. 고객 지향적인 마케팅 활동을 위하여 개별 소비자의 욕구를 만족시켜 줄 수 있는 개인화 전략 필요하다. 본 연구는 대학생을 중심으로 설문조사를 하였고, 자료분석을 위하여 요인분석, 정준상관분석, 군집분석, 일원분산분석을 사용하였다. 의복 쇼핑성향과 개인화 변수군과의 관계를 살펴본 결과, 두 개의 유의한 정준상관함수가 도출되었다. 유행혁신성과 가격의식이 높은 소비자들은 판매촉진 개인화와 개인화된 고객 관리를 동시에 높게 요구하는 것으로 나타났다. 가격의식과 의복 동조성향이 높으면서, 유행혁신성이 낮은 소비자들은 개인화된 제안서비스와 사이즈 맞춤 개인화를 동시에 높게 평가하는 것으로 나타났다. 실증적 연구에는 또한 의복 쇼핑성향에 따라 군집화된 집단간 개인화 전략의 선호경향을 분석함으로써 의복 쇼핑성향의 세분집단별로 요구되는 개인화 전략의 차이를 살펴보았다.

Abstract ▼ AI-Helper

The fashion apparel industries have demanded to be extremely consumer-oriented. Therefore, the need of personalization arises. The purpose of this study is to investigate the relationship between apparel shopping orientation and various personalization strategies provided in the apparel shopping process. A total of 422 questionnaires were used for statistical analysis. Canonical correlation and ANOVA were conducted. Results indicated that higher level of demand for "sale-promotion personalization" and "personalized customer relationship" were significantly related to high level of fashion innovativeness and price consciousness. Consumers who seek for high level of "personalized advice" and "personalized fit" were likely to be price conscious and conforming to clothing but not innovative in terms of fashion and clothing. Shopping orientation group differences were also reported in the study. In personalizing of apparel products, distinctive but relevant strategies should be implemented according to the need of the consumers.

주제어

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

This study focused on consumer shopping orientation of apparel products as a relevant variable to personalization strategies. The aim of this study is to understand consumer perceptions toward various ways of personalization strategies and their relationship with consumer shopping orientations. Comprehending such relationships will be helpful for fashion retailers and marketers to make better strategies for their target market in providing personalized experience in apparel shopping
The goal of this study was to investigate personalization strategies of apparel shopping and their relationships with consumer shopping orientations. Specifically, group correlations between consumer perceptions on personalization strategies and shopping orientation variables were investigated.
Understanding the relationship between costumer's quality expectations and specific person's level of aspiration should be very important. This study focused on consumer shopping orientation of apparel products as a relevant variable to personalization strategies. The aim of this study is to understand consumer perceptions toward various ways of personalization strategies and their relationship with consumer shopping orientations.

제안 방법

A survey questionnaire was developed for the empirical study. Personalization scales of purchasing apparels were developed based on question items used in previous studies (Allen et al.

데이터처리

Factor analysis, Cronbach's α coefficient, canonical correlation, cluster analysis, one-way ANOVA, and Tukey's-b test was conducted using SPSS 12.0.

이론/모형

Items measuring personalization of apparel shopping were factor analyzed (Table 1). Principle component analysis using varimax rotation was used for the analysis. Six factors explaining 57.

성능/효과

Third and fourth canonical correlation function were not indicated significant because Wilk's Lambda scores were over 0.9 and canonical square root (CR2 ) did not show significant increase from the third.

참고문헌 (28)

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press
Allen, C., Kania, D., & Yaeckel, B. (1998). Internet world guide to one-to-one web marketing. New York: Wiley
An, K. H., Whang, S. J., & Jung, C. J. (2003). Fashion marketing. Seoul: Suhaksa
Davis, L. L., & Miller, F. G. (1983). Conformity and judgments of fashionability. Home Economics Research Journal, 11(4), 337？342

상세보기
Grubb, D. (2006). Mass-customization: If you aren't doing it, maybe you should be. Wood Digest, 37(1), 38？39
Hanson, W. (2000). Principles of internet marketing. Cincinnati, OH: South-Western College Pub
Huffman, C., & Kahn, B. E. (1998). Variety for sales: Mass customization or mass confusion. Journal of Retailing, 74(4), 491？513

상세보기
Kang, H. Y. (1995). Social psychology of clothes. Seoul: Kyomunsa
Kim, H. N. (2000). Consumer segmentation of clothing products by fashion conformity/innovativeness and their reference groups. Unpublished master's thesis, Seoul National University, Seoul
Kim, J. Y. (1994). Consumer's brand loyalty in clothing purchase decision process. Unpublished master's thesis, Seoul National University, Seoul
Kim, K. H., & Chung, S. J. (2000). A study on relationships between clothing conformity and clothing attitudes of middle and high school students: Focused on Seoul residents. Journal of the Korean Society of Clothing and Textiles, 24(3), 401？411
Kim, S. H. (2003). Development of conceptual structure and measurement scale for clothing shopping orientation. Unpublished doctoral dissertation, Seoul National University, Seoul
Kim, Y. H., & Lee, K. H. (2007). An investigation of multiple effects of personalization in shopping apparel products. Journal of the Korean Society for Clothing Industry, 9(2), 188？196
Kim, Y. D., & Shin, S. Y. (1998). A study on the high school girl's brand loyalty in casual wear: Focus on the brand discernment and self-image. The Korean Society of Costume, 39, 125？138
Lee, S. H. (1996). Satisfaction of school uniform, satisfaction of clothes, self-concept of high school girls and boys: Focused on area Kangwondo, Korea. Unpublished master's thesis, Kangwon National University, Chuncheon
Lee, Y. J. (1991). Multivariate analysis. Seoul: Sukjung
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109

상세보기
Painter, J. J., & Pinegar, M. L. (1971). Post-high teens and fashion innovation. Journal of Marketing Research, 8, 368-369

상세보기
Park, N. Y. (2004). The effects on customers' emotions and behaviors by personalization services of apparel salespersons. Unpublished master's thesis, Chungnam National University, Daejeon
Pine, B. J. (1993). The mass customization: The new frontier in business competition. Boston: Harvard Business School Press
Reichheld, F. F., Robert, G. M., & Christopher, H. (2000). The loyalty effect: The relationship between loyalty and profits. European Business Journal, 12(3), 134-
Rhee, Y. (1999). Fashion marketing. Seoul: Kyomoonsa
Schreier, M. (2006). The value increment of mass-customized products: An empirical assessment. Journal of Consumer Behavior, 5, 317？327

상세보기
Shim, S., & Kotsiopulos, A. (1993). A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(1), 73？85

상세보기
Sproles, G. B. (1979). Fashion: Consumer behavior toward dress. Minneapolis: Burgress
Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. Journal of Marketing, 51, 86？96

상세보기
Workman, J. E., & Johnson, K. (1993). Fashion opinion leadership, fashion innovativeness and need for variety. Clothing and Textiles Research Journal, 11(3), 60-64

상세보기
Yang, H. S. (2004). Apparel brands' implementation and customers' expectation of mass-customization. Unpublished master's thesis, Seoul National University, Seoul

저자의 다른 논문 :

LOADING...

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증