Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Market Segmentation Based on Online Fashion Communities' Behavioral Types

온라인 패션 커뮤니티 행동 유형에 따른 시장 세분화

  • An, Jung-Hee (Fashion Professional School, Dongduk Womens' University) ;
  • Lee, Soo Jin (Dept. of Fashion Design, Dongduk Womens' University)
  • 안정희 (동덕여자대학교 패션전문대학원) ;
  • 이수진 (동덕여자대학교 패션디자인학과)
  • Received : 2015.08.07
  • Accepted : 2015.10.08
  • Published : 2015.11.30
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Abstract

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

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