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Exploratory Study on Purchasing Fashion Products from Small Business Owners -Focusing on the Consumer Life Cycle and Purchasing Stage-

패션 소상공인 제품 구매에 대한 탐색적 연구 -소비자 생애주기와 구매단계를 중심으로-

  • Kim, Songmee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Jang, Seyoon (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Jin, Woojune (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Kim, Ha Youn (Dept. of Clothing & Textiles, Kunsan National University)
  • 김송미 (서울대학교 의류학과) ;
  • 장세윤 (서울대학교 생활과학연구소) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 진우준 (서울대학교 의류학과) ;
  • 김하연 (군산대학교 의류학과)
  • Received : 2022.03.30
  • Accepted : 2022.08.03
  • Published : 2022.10.31

Abstract

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.

Keywords

Acknowledgement

본 연구는 한국콘텐츠진흥원의 '소상공인의 패션디자인 향상을 위한 지능형 패션 수요 예측 및 판로 분석 기술개발(R2020040102)'사업의 연구비를 지원받아 수행되었음.