A survey on consumers’ purchase status of clothing products via online platforms - Focusing on the demographic characteristics of men and women in their 10s to 50s - 소비자들의 온라인 플랫폼 의류제품 구매실태 조사 - 10대~50대 남녀의 인구통계학적 특성을 중심으로 -

박영희

언어KOR
URLhttp://db.koreascholar.com/Article/Detail/427274

복식문화연구 (服飾文化硏究)

31권 5호 (2023.10)
pp.669-691

복식문화학회 (The Costume Culture Association)

초록

This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ2-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

키워드

clothing purchasing status(의복구매실태)clothing purchase type(의복구 매유형)demographics(인구통계학적 특성)online platform(온라인 플랫폼)

I.􀀃 Introduction
Ⅱ.􀀃 Background
    1.􀀎 Current􀀎 status􀀎 of􀀎 the􀀎 online􀀎 fashion􀀎 market
    2.􀀎Current􀀎status􀀎of􀀎online􀀎purchases􀀎of􀀎clothing􀀎products
Ⅲ.􀀃 Methods
    1.􀀎 Research􀀎 problems
    2.􀀎 Data􀀎 collection􀀎 and􀀎 research􀀎 object
    3.􀀎Survey􀀎measurement􀀎tools􀀎and􀀎analysis􀀎method
Ⅳ.􀀃 Results􀀃 and􀀃 Discussion
    1.􀀎 Differences􀀎 in􀀎 clothing􀀎 purchase􀀎 types􀀎according􀀎 to􀀎 demographic􀀎 characteristics
    2.􀀎Online􀀎purchase􀀎medium􀀎for􀀎clothing􀀎products􀀎according􀀎 to􀀎 demographic􀀎 characteristics􀀎 and􀀎purchase􀀎 type
    3.􀀎 Frequency􀀎 and􀀎 purchase􀀎 amount􀀎 of􀀎 clothing􀀎products􀀎 online􀀎 according􀀎 to􀀎 demographic􀀎 characteristics􀀎 and􀀎 clothing􀀎 purchase􀀎 type
    4.􀀎 Clothing􀀎 product􀀎 purchase􀀎 platforms􀀎 and􀀎items􀀎according􀀎to􀀎demographic􀀎characteristics􀀎and􀀎clothing􀀎 purchase􀀎 type
    5.􀀎Differences􀀎in􀀎reasons􀀎for􀀎purchasing􀀎clothing􀀎products􀀎 through􀀎 online􀀎 platforms􀀎 according􀀎 to􀀎demographic􀀎 characteristics􀀎 and􀀎 clothing􀀎 purchase􀀎type
Ⅴ.􀀃 Conclusion

저자

박영희(경남대학교 의류산업학과 교수) | Younghee Park (Professor, Dept. of Fashion Industry, Kyungnam University, Korea) Corresponding author

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