선택상황에서의 제품 속성평가를 바탕으로 한 온라인 의류 구매자 세분화

Abstract

Consumers have more choices for apparel products as e-shopping grows. This study examines the importance of apparel product attributes and classifies online apparel buyers into groups based on product attribute evaluation in various choice sets. For the empirical research, the online survey was conducted and Latent Gold Choice 4.0 was used for the choice-based conjoint analysis. Five consumer segments are found based on the choice selection of product attributes. The importance of product attributes (online shopping mall, brand, price, and style) and the preference of each product attribute level were different across segments. This research improves the knowledge of the purchasing behavior of online apparel buyers and provides proper attribute combinations of apparel e-shopping for each consumer segment.