MZ세대의 패션상품 구매채널여정 유형화와 특징 비교
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 이정우 | - |
dc.contributor.author | 김미영 | - |
dc.date.accessioned | 2022-11-11T07:40:19Z | - |
dc.date.available | 2022-11-11T07:40:19Z | - |
dc.date.created | 2022-11-11 | - |
dc.date.issued | 2022-10 | - |
dc.identifier.issn | 1226-0401 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/86016 | - |
dc.description.abstract | The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z’s journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M’s journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task. | - |
dc.language | 한국어 | - |
dc.language.iso | ko | - |
dc.publisher | 복식문화학회 | - |
dc.relation.isPartOf | 복식문화연구 | - |
dc.title | MZ세대의 패션상품 구매채널여정 유형화와 특징 비교 | - |
dc.title.alternative | A comparison of the types and characteristics of the purchase channel journey of fashion products in the MZ generation | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.description.journalClass | 2 | - |
dc.identifier.doi | 10.29049/rjcc.2022.30.5.656 | - |
dc.identifier.bibliographicCitation | 복식문화연구, v.30, no.5, pp.656 - 674 | - |
dc.identifier.kciid | ART002893036 | - |
dc.description.isOpenAccess | N | - |
dc.citation.endPage | 674 | - |
dc.citation.startPage | 656 | - |
dc.citation.title | 복식문화연구 | - |
dc.citation.volume | 30 | - |
dc.citation.number | 5 | - |
dc.contributor.affiliatedAuthor | 이정우 | - |
dc.contributor.affiliatedAuthor | 김미영 | - |
dc.subject.keywordAuthor | MZ세대 | - |
dc.subject.keywordAuthor | 구매채널여정유형 | - |
dc.subject.keywordAuthor | 구매채널여정특성 | - |
dc.subject.keywordAuthor | MZ세대의 구매채널여정비교 | - |
dc.subject.keywordAuthor | 에스노그라피 연구방법 | - |
dc.subject.keywordAuthor | generation MZ | - |
dc.subject.keywordAuthor | purchase channel journey types | - |
dc.subject.keywordAuthor | characteristics of purchase channel journey | - |
dc.subject.keywordAuthor | comparison of generation MZ’s purchase channel journey | - |
dc.subject.keywordAuthor | ethnography research method | - |
dc.description.journalRegisteredClass | kci | - |
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