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http://dx.doi.org/10.5805/SFTI.2022.24.6.756

A study on the Environmental Factors of the Fitting Room Affecting Fashion Product Purchase Decisions  

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)
Publication Information
Fashion & Textile Research Journal / v.24, no.6, 2022 , pp. 756-765 More about this Journal
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
fitting room; environmental cue; off-line fashion store; MZ generation; experience consumption;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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