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패션제품 대여 서비스 이용자의 구매의사결정과정과 의복 쇼핑성향에 관한 탐색적 연구
An Exploratory Study on Purchase Decision Making Process and Clothing Shopping Orientation of Fashion Products Rental Service Users 원문보기

Family and environment research : fer, v.56 no.6, 2018년, pp.555 - 571  

이지윤 (연세대학교 의류환경학과) ,  신은정 (연세대학교 의류환경학과) ,  고애란 (연세대학교 의류환경학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high intere...

주제어

#fashion rental service   #sharing economy   #clothing shopping orientation   #purchase decision making process  

질의응답

핵심어 질문 논문에서 추출한 답변
패션 대여 서비스는 공유경제의 어떠한 시스템에 속하는가? 현재의 패션 대여 서비스는 공유경제의 ‘제품 서비스 시스템’에 속한다. 협력적 소비를 실현시키는 대표적인 국내 서비스는 ‘열린 옷장’으로 개인과 기업으로부터 정장 및 정장용 잡화를 기증받아 저렴한 가격에 대여 서비스를 제공한다.
패션 대여 서비스 이용자의 패션에 대한 개인적 특성 세 가지는 무엇인가? 패션 대여 서비스 이용자의 쇼핑성향의 차원은 ‘상표 추구 성향’, ‘개성 추구 성향’, ‘경제성 추구 성향’, ‘합리성 추구 성향’, ‘쾌락성 추구 성향’의 5가지로 나타났다. 의복 쇼핑성향 이외에 나타나는 패션에 관한 개인적인 특성을 살펴본 결과, 전반적으로 ‘패션에 대한 관심’, ‘중고 패션 제품에 호의적인 태도’, ‘타인 의식’의 3가지 특성을 발견할 수 있었다.
대여 시장이 크게 성장할 수 있는 직접적인 원인은 무엇인가? 이렇게 공유경제의 한 축인 대여 시장이 고성장하게 된 직접적인 원인은 장기적인 불황으로, 가격 대비 마음의 만족인 ‘가심비(價心費)’를 추구하고 신중하게 구매하려는 현재의 젊은 세대들의 소비 패턴과도 연관이 깊으며(J. H. Chung, 2018), 1인 가구의 급증과 소유보다 공유에 초점을 맞춘 소비자 의식 변화와도 맞물려 있다. 또한, 타인과 자유로운 SNS(social networking service) 활동으로 신뢰를 쌓으며 거래를 촉진하는 환경이 조성되었는데, 거대한 온라인 네트워크로 다양한 정보를 쉽게 얻고 보다 합리적인 소비가 가능해졌다(E. J.
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