Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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An Analysis of Group Characteristics according to Technological Innovativeness and Clothing Involvement: Focused on the Usage Status of Smart Phone Fashion Information Application

기술혁신성과 의복관여도에 따른 집단별 특성 분석: 스마트폰 패션 정보 애플리케이션 사용현황을 중심으로

  • Kang, Bongsoo (Dept. of Clothing and Textiles, Gyeongsang National University) ;
  • Sung, Heewon (Dept. of Clothing and Textiles, Gyeongsang National University)
  • Received : 2014.07.29
  • Accepted : 2014.10.17
  • Published : 2014.12.30
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Abstract

As the smart phone market grows rapidly, the significance of the application (app) market also increases. The purposes of this study were to identify market segments according to technological innovativeness and clothing involvement, and to compare the differences in lifestyles, benefits of fashion information app sought, and intention to use. The data were collected from smart phone users in their 10s to 30s in 2013, and a total of 292 data sets were analyzed. The findings of this study were as follows. The respondents were divided into three groups, innovative group, clothing involvement group, and passive group. Significant differences were found among three segments in terms of age, marital status, education level, and monthly income. With respect to five lifestyle factors, innovative group and clothing involvement group had higher mean scores for rational purchase, personal relationship, and personality pursuit than passive group. However, these two groups showed differences in brand pursuit factor. The benefits of the fashion information app were generated into two factors, information benefit and enjoyment benefit. Innovative group and clothing involvement group had higher values than passive group in these two factors. Finally, innovative group had the highest value on the intention to use fashion information app. This study attempts to provide fundamental information about the potential market segment for managers or marketers developing fashion information apps.

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References

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