인구통계적 특성, 소비자 가치와 의류브랜드 개인화 전략open accessDemographic Characteristics, Consumer Values and Personalization Strategies of Apparel Brands
- Other Titles
- Demographic Characteristics, Consumer Values and Personalization Strategies of Apparel Brands
- Authors
- 김연희; 이규혜
- Issue Date
- Jun-2007
- Publisher
- 한국의류산업학회
- Keywords
- personalization strategies; consumer value; demographic characteristics1. . .; personalization strategies; consumer value; demographic characteristics1. . .
- Citation
- 한국의류산업학회지, v.9, no.3, pp.303 - 311
- Indexed
- KCI
- Journal Title
- 한국의류산업학회지
- Volume
- 9
- Number
- 3
- Start Page
- 303
- End Page
- 311
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/179933
- ISSN
- 1229-2060
- Abstract
- The apparel market is extremely competitive and thus apparel manufacturers should try to maximize con-sumer satisfaction with cost-efficient but consumer-oriented strategies. Personalized strategies considering each con-sumer's characteristics have to be developed. The purpose of this study is to investigate the effects of consumers’and demographic characteristics will allow apparel manufacturers to attract target consumers. A survey method was usedfor the empirical study. Questionnaires from 420 respondents were analyzed using factor analysis, cluster, t-test, andANOVA. The results indicated a significant influence of consumer values on customer service-related aspects of per-sonalization. Female consumers demanded product- and information-oriented factors of personalization. Age, residentialarea, and clothing expense also had significant influence on the need for personalization of apparel shopping.
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Collections - 서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles
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