의류제품 쇼핑과정에서 개인화의 다면적인 영향

Abstract

Fashion business is undergoing a severe competition because of the various consumers’ needs, over pro-duction, and short product life styles. The purpose of this study is to investigate the role of personalization in apparelshopping. Characterizing the notion of the personalization typology, investigating the effect of personalization to differentvey method was employed. A measure for personalization in apparel shopping was developed based in existing scale itemsand pilot study. Consumers responded highly on design personalization in shopping apparel products. Factor analysisextracted six dimensions of apparel product personalization. Six types of personalization were: “personalized advice”,“personalized design choice”, “personalized fit”, “sales-promotion personalization”, “personalized costomer relationshipmanagement” and “in-store personalization”.