의류매장 매니저와 20대 소비자의 매스커스터마이제이션 도입 결정요인 Determinants of Mass Customization Adoption in the Apparel Industry: Retail Managers' and Young Consumers' Point of View원문보기
본 연구의 목적은, 의류산업 리테일 매니저의 매스커스터마이제이션 도입 의향과 의류소비자의 매스커스터마이제이션 제품 구입 의향에, 영향을 미치는 4가지 특성적 요인을 분석함에 있다. 매스커스터마이제이션 도입 의향을 결정하는 4가지 특성적 요인으로, 기업, 개인, 기술, 환경적 특성이 제시되었다. 66명의 매니저와 274명의 20대 소비자를 대상으로 설문조사하여, 제시된 가설 중 7개의 가설이 채택되었다. 매스커스터마이제이션 도입 의향에 유의한 영향을 미치는 요인으로는, 의류매장 및 매니저의 기술, 환경적 특성, 그리고 의류소비자의 개인, 기술, 환경적 특성으로 나타났다. 가장 유의한 영향을 미치는 요인으로 기술적 특성이었는데, 개인 주문생산 서비스를 실현하기 위해 소비자와 원활한 상호작용이 가능한 기술 환경적 시스템 구축이 선행되어야 할 것으로 나타났다. 이밖에 3D Body Scanning, QR, IT 기술들의 필요성 인지도 및 도입 의향과, 매스커스터마이제이션 도입 의향과는 매우 유의한 상관관계가 있었다. 본 연구의 또 한가지 결실은, CRM 도입에 대한 매니저 및 소비자의 높은 관심도였다. 의류소비자 개개인의 니즈에 맞춘 생산 설계를 통한 유연생산시스템과 함께, 고객과 직접 교류하는 소비자 중심의 경영은 메스커스터마이제이션 도입의 발판이 될 것으로 나타났다.
본 연구의 목적은, 의류산업 리테일 매니저의 매스커스터마이제이션 도입 의향과 의류소비자의 매스커스터마이제이션 제품 구입 의향에, 영향을 미치는 4가지 특성적 요인을 분석함에 있다. 매스커스터마이제이션 도입 의향을 결정하는 4가지 특성적 요인으로, 기업, 개인, 기술, 환경적 특성이 제시되었다. 66명의 매니저와 274명의 20대 소비자를 대상으로 설문조사하여, 제시된 가설 중 7개의 가설이 채택되었다. 매스커스터마이제이션 도입 의향에 유의한 영향을 미치는 요인으로는, 의류매장 및 매니저의 기술, 환경적 특성, 그리고 의류소비자의 개인, 기술, 환경적 특성으로 나타났다. 가장 유의한 영향을 미치는 요인으로 기술적 특성이었는데, 개인 주문생산 서비스를 실현하기 위해 소비자와 원활한 상호작용이 가능한 기술 환경적 시스템 구축이 선행되어야 할 것으로 나타났다. 이밖에 3D Body Scanning, QR, IT 기술들의 필요성 인지도 및 도입 의향과, 매스커스터마이제이션 도입 의향과는 매우 유의한 상관관계가 있었다. 본 연구의 또 한가지 결실은, CRM 도입에 대한 매니저 및 소비자의 높은 관심도였다. 의류소비자 개개인의 니즈에 맞춘 생산 설계를 통한 유연생산시스템과 함께, 고객과 직접 교류하는 소비자 중심의 경영은 메스커스터마이제이션 도입의 발판이 될 것으로 나타났다.
The purpose of this study was to examine the relationship between the willingness to adopt mass customization and four proposed characteristics: organizational, individual, technological, and environmental. Retail managers' and consumers' point of view was separately examined to distinguish their ch...
The purpose of this study was to examine the relationship between the willingness to adopt mass customization and four proposed characteristics: organizational, individual, technological, and environmental. Retail managers' and consumers' point of view was separately examined to distinguish their characteristics and willingness to adopt mass customization. The sample of this study consisted of 66 managers and 274 consumers in their twenties. The researcher obtained seven findings from the hypotheses testing. The determinants of mass customization adoption were managers' technology and environmental characteristics, and consumers' individual, technology, and environmental characteristics. The most influential variables for the willingness to adopt mass customization were technology characteristics and retailer's customer relationship management process, where customer satisfaction and customer relationships are the top priority in an organization.
The purpose of this study was to examine the relationship between the willingness to adopt mass customization and four proposed characteristics: organizational, individual, technological, and environmental. Retail managers' and consumers' point of view was separately examined to distinguish their characteristics and willingness to adopt mass customization. The sample of this study consisted of 66 managers and 274 consumers in their twenties. The researcher obtained seven findings from the hypotheses testing. The determinants of mass customization adoption were managers' technology and environmental characteristics, and consumers' individual, technology, and environmental characteristics. The most influential variables for the willingness to adopt mass customization were technology characteristics and retailer's customer relationship management process, where customer satisfaction and customer relationships are the top priority in an organization.
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문제 정의
The relationship between willingness to adopt mass customization and the four characteristics: organizational characteristics, individual characteristics, technological characteristics, and environmental characteristics, was supported by this review of literature. Retail managers' and consumers' point of view were distinguished to witness their respective willingness to adopt mass customization.
가설 설정
Hypothesis 1: Organizational characteristics, which include merchandise characteristics of the industry, managers' customer centricity, managers' user involvement, positively influenced their willingness to adopt mass customization in “certain lines”.
Hypothesis 2: Managers' individual characteristics positively influenced their willingness to adopt mass customization in certain lines.
Hypothesis 3: Technological characteristics positively influenced both managers' and consumer's willingness to adopt mass customization.
Hypothesis 4: The relationship between managers' and consumer's environmental characteristics and their willingness to adopt mass customization was significant.
(1999) applied channel theory to the development and testing of a conceptual model for consumer on-line buying behavior. The study assumed that a consumer would choose a channel high in communication, distribution, and accessibility attributes. Consumers who made on-line purchases considered themselves knowledgeable about the Internet's communication ability, understood how to access the Internet readily and purchased products using this transaction channel.
제안 방법
Description, means, frequencies, and Tukey test was used to determine the relationship between managers' and consumers' willingness to adopt mass customized apparel products and their demographic information.
From the multiple regression results, the correlation between dependent variable, willingness to adopt mass customization, and each independent variable was tested. According to 95% (p≤.
The purpose of this study is to examine the relationship between four proposed characteristics: organizational, individual, technological, and environmental, and retailers' and consumers' willingness to adopt mass customization.
The purpose of this study was to examine the relationship between the willingness to adopt mass customization and four proposed characteristics. Retail managers' and consumers' point of view was separately examined to distinguish their characteristics and willingness to adopt mass customization.
The questionnaire contained open as well as closedended questions and was subjected to a pilot-test in order to ensure validity and reliability of the instrument.
Prior research demonstrated that higher levels of role conflict negatively influenced the adoption of an innovative system (Brown & Peterson, 1993). The role clarity, which is the reverse variable of role conflict, was used for this study, and the correlation was significant. Thus, there is a thread of connection between the findings of this study and the Brown and Peterson's study (1993).
This research attempted to measure the relationship between four independent variables and the willingness to adopt mass customization in order to identify those variables which were determinants of mass customization adoption. The researcher feels there are three areas in which this research could be further explored and evaluated.
대상 데이터
The first target population for this study was retail managers in a Department Stores group in Southeast United States. The mailing survey was approved and sponsored by the Corporate Human Resources Department of the department store group.
The mailing survey was approved and sponsored by the Corporate Human Resources Department of the department store group. The mailing list consisted of 40 stores, located in 33 cities throughout Florida state. Sixty-six responses were returned out of a possible 120, for a 55% response rate.
데이터처리
Correlation and regression data analysis was conducted to test the hypotheses. The hypotheses testing was done separately for the managers and consumers.
In order to figure out which characteristics gave the greatest contribution to the correlation with consumers' willingness to adopt mass customized apparel products, ANOVA mean comparisons were used.
The separate correlation and regression analyses for managers and consumers was used in testing four hypotheses of this study. The hypotheses were examined using chi-square analysis. In each chisquare analysis, the given independent variable was cross tabulated with the dependent variable which was the willingness to adopt mass customization.
성능/효과
3. The final area where research could be conducted involves looking at certain specialty stores such as Levi's, Nike's, and online stores such as Ic3D, where mass customization is already adopted.
(2000) used point of customer involvement and modularity in four production phases—design, fabrication, assembly, and use—to classify the firms into four categories: fabricators, involvers, modularizers and assemblers. Results confirmed that point of customer involvement and modularity differentiated the firms on process choice, planning technique, technology use, and business performance variables. Furthermore, Duray et al.
Second, technology characteristics were the most influential variable for the willingness to adopt mass customization. It could be recommended for off-line retailers who are interested in mass customization to run parallel with an on-line store.
The correlation between the dependent variable, managers' willingness to adopt mass customization, and each independent variable, (1) organizational, (2) individual, (3) technological, and (4) environmental characteristics was tested.
후속연구
1. Further research could provide more answers about the specific apparel lines where preceding adoption of mass customization would be most likely.
2. Additional research in the Mid-West and West could be conducted to verify if geographical location has an effect on the willingness of mass customization adoption. Also, customers in other age groups and with no occupation limits could be considered for a research sample to see if older people's willingness of mass customization is similar to that of college students.
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