Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A study on the Environmental Factors of the Fitting Room Affecting Fashion Product Purchase Decisions

패션제품 구매결정에 영향을 미치는 피팅룸 환경 요인에 관한 연구

  • Hyun-Hee Park (Dept. of Fashion Design, Kyungpook National University) ;
  • Eun-Kyoung Lee (Division of Business Administration, Pukyong National University) ;
  • Jung-Ok Jeon (Division of Business Administration, Pukyong National University)
  • 박현희 (경북대학교 패션디자인전공) ;
  • 이은경 (부경대학교 경영학부) ;
  • 전중옥 (부경대학교 경영학부)
  • Received : 2022.11.04
  • Accepted : 2022.12.23
  • Published : 2022.12.31
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Abstract

The purchase-related responses of MZ generation consumers may vary depending on the environmental factors of the fitting room. Therefore, this study extracted and systematized fitting room characteristics in the retail fashion environment. In-depth interviews were conducted with a total of 50 informants to collect data on the experience of using the fitting room. Then, a qualitative analysis was performed. First, results confirmed that the environmental factors of the fitting room include physical (spatiality, functionality, comfort, and convenience) and human (interactivity and congestion) aspects. Next, additional analysis was performed on functionality and interactivity to clarify the influence of environmental characteristics of the fitting room. These factors were classified into qualitative categories. The study results confirmed that, in the case of functionality, preferred lighting and mirror factors vary depending on the clothing product type, the place and situation for wearing, and individual characteristics. Furthermore, regarding interactivity, the preference for the presence of sales staff or companions differed according to personal traits and the need for additional information and evaluation. The study provides valuable information for effective fitting room space planning for offline fashion stores to meet the needs of MZ generation consumers.

Keywords

References

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