Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Context Characteristics and Consumer Characteristics Affecting Fashion Curation Shopping

패션 큐레이션(curation) 쇼핑에 영향을 미치는 컨텍스트 특성과 소비자 특성에 관한 연구

  • Juhee Kim (Dept. of Fashion design, Baekseok Culture University)
  • 김주희 (백석문화대학교 패션디자인학과)
  • Received : 2023.02.02
  • Accepted : 2023.02.27
  • Published : 2023.02.28
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Abstract

This study attempted to analyze the context characteristics and consumer characteristics that affect fashion curation shopping. The data used for this study were 223 questionnaires targeting male and female college students in their 20s in Busan and South Gyeongsang Province who had had the curated shopping experience in the latest three months. The SPSS program was used for the data analysis, and a reliability measurement, factor analysis, multiple regression analysis, T-test, and one-way ANOVA were conducted. The results were as follows. First, fashion curation shopping exhibited three factors: product subscription, marketing use, and product recommendation shopping. Furthermore, the context characteristics had sub concepts of five factors: selection, sharing, experience, discovery, and storage. Second, the context characteristics (selection, sharing, experience, discovery, and storage) had a significant influence on product subscription, marketing use, and product recommendation, which belong to the curation shopping category. Third, the fashion consumers' price sensitivity, trend sensitivity, and product knowledge had a deep impact on the marketing use and product recommendation. Fourth, there was no difference in the fashion curation shopping by male and female consumers and the average monthly fashion shopping frequency, and there were differences in shopping cost and time. This study can analyze the context and consumer characteristics that affect fashion curation shopping to establish an efficient fashion curation shopping system in practical terms. Additionally, academically, it can be proposed as basic data on the development of measurement tools for analyzing consumer behavior that prefers fashion curation shopping.

Keywords

Acknowledgement

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2019S1A5B5A07092188).

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