Personalization Strategies and Apparel Shopping Orientation of College Students개인화 전략과 대학생들의 의류제품 쇼핑성향
- Other Titles
- 개인화 전략과 대학생들의 의류제품 쇼핑성향
- Authors
- 김연희; 이규혜
- Issue Date
- Jun-2009
- Publisher
- 한국의류학회
- Keywords
- 개인화; 쇼핑성향; Personalization; Shopping orientation
- Citation
- 한국의류학회지, v.33, no.6, pp.949 - 957
- Indexed
- KCI
- Journal Title
- 한국의류학회지
- Volume
- 33
- Number
- 6
- Start Page
- 949
- End Page
- 957
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/171709
- DOI
- 10.5850/JKSCT.2009.33.6.949
- ISSN
- 1225-1151
- Abstract
- 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.
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