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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
김연희이규혜
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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서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles

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COLLEGE OF HUMAN ECOLOGY (DEPARTMENT OF CLOTHING & TEXTILES)
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