Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Consumer Awareness and Preferences Regarding Apparel Sizing in Online Shopping

온라인 쇼핑에서 의류 제품 사이즈에 대한 소비자 인식 및 관여도 조사

  • Eun-Jin Jeon (Dept. of Clothing & Textiles/Center for Beautiful Aging, Kyungpook National University) ;
  • Ah Lam Lee (Dept. of Clothing & Textiles/Center for Beautiful Aging, Kyungpook National University)
  • 전은진 (경북대학교 의류학과/장수생활과학연구소) ;
  • 이아람 (경북대학교 의류학과/장수생활과학연구소)
  • Received : 2023.11.03
  • Accepted : 2024.02.21
  • Published : 2024.02.29
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Abstract

This study investigates consumer awareness and concerns regarding apparel sizing in the realm of online shopping. A survey was conducted with 450 women aged 18-59 who had engaged in online clothing purchases within the past year. It was observed that consumers shop for clothes online an average of 1.6 times per month, with those under 50 shopping more frequently. The importance of size is higher when buying pants than jackets, especially in online shopping compared to offline purchases. Key references guiding online shopping decisions encompassed product sizing codes, customer reviews, and garment dimensions, which were notably favored by consumers with significant concerns. Respondents opted for Korean-style sizing codes for jackets but chose inch-sizing codes for pants. While awareness of height and weight remains high, knowledge of specific body measurements crucial for clothing size design is lacking, suggesting inadequate communication of size information. Respondents prioritized specific areas for jacket and pants fit, yet the lack of comprehensive self-measurements beyond height and weight might present challenges in determining fit based solely on product dimensions. To address this issue, online retailers should display essential garment dimensions and visually suggest clothing sizes according to various body types. These findings provide valuable insights for online retailers to effectively present size information and lay a foundational framework for consumer size education.

Keywords

Acknowledgement

본 연구는 대한민국 교육부와 한국연구재단의 지원을 받아 2020년 학문후속세대양성 사업(NRF-2020S1A5B5A17088289)과 2021년 학문균형발전지원사업(NRF-2021R1I1A1A01057068)의 지원에 의하여 수행되었습니다.

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