Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Impacts of Fashion Curation Users' Shopping Orientation, Usage Motives and Preferred Image Types on Fashion Product Purchase Intentions

패션 큐레이션 서비스 이용자의 쇼핑성향, 이용동기 및 선호 이미지 유형이 패션제품 구매의도에 미치는 영향

  • Kim, Ji U (Dept. of Fashion Design, Chung-Ang University) ;
  • Jung, Hye Jung (Da Vinci College of General Education, Chung-Ang University) ;
  • Kim, Young Sam (Dept. of Fashion Design, Chung-Ang University) ;
  • Oh, Kyung Wha (Dept. of Fashion Design, Chung-Ang University)
  • 김지우 (중앙대학교 패션디자인전공) ;
  • 정혜정 (중앙대학교 다빈치교양대학) ;
  • 김영삼 (중앙대학교 패션디자인전공) ;
  • 오경화 (중앙대학교 패션디자인전공)
  • Received : 2016.12.01
  • Accepted : 2017.08.07
  • Published : 2017.10.31
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Abstract

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

Keywords

References

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