• 패션비즈니스
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• 제26권6호
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• The International Journal of Costume Culture
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• 제5권1호
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• pp.14-25
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• 2002

The purpose of this study is to define mass customization in the apparel industry and to discover, the apparel industry's potential to deliver customized apparel products. Different from product-centered mass Production, mass customization is focusing on customers' unique needs. The goal of mass customization is for customers to find exactly what they want at a reasonable price. Using new technologies such as 3-D body scanning and digital printing, mass customization can give customers customfit and personalized garments. Mass customization can satisfy a customer in terms of personalization, fit and design. Adoption of mass customization will open new opportunities for the apparel manufacturer of the future. Mass customization is a strategy that apparel manufacturers should consider for their goals.

• 디자인학연구
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• 제15권2호
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• pp.233-242
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• 2002

매스커스터마이제이션(mass customization)은 서로 상반되는 개념인 대량생산과 맞춤생산의 결합어로서, 가전산업은 규모의 경제를 위한 대량생산방식을 가지고 있기 때문에 이의 도입이 늦어지고 있다. 본 연구에서는 기존 연구에서 규명된 매스커스터마이제이션 유형의 고찰과 사례연구를 통해, 제품디자인의 시각으로 재구성하여 가전산업에 적합한 모델을 선정하고 이에 따른 디자인 전략을 수립하는 것을 중심으로 논의하였다. 매스커스터마이제이션은 커스터마이제이션의 주체와 시점에 따라 생산자측 커스터마이제이션(manufacturer side customization), 유통측 커스터마이제이션(deliverer side customization), 소비자측 커스터마이제이션(customer side customization)으로 구분할 수 있으며, 가전산업은 이 중에서 소비자측 커스터마이제이션이 가장 적합한 것으로 나타났다. 이를 위해 소비자 참여 디자인에 의한 소비자 요구 수렴의 활성화와, 소비자가 전문적인 지식없이도 커스터마이제이션을 가능하게 하는 제품디자인에서의 모듈화를 디자인전략으로 제안하였다. 또한, 생산자측에 부담을 주는 모델다양화 보다는 표준 플랫폼(platform)을 통해 제3의 생산자가 선택사양을 생산/유통할 수 있도록 하는 방안도 제시하였다. 매스커스터마이제이션의 시작점은 소비자의 요구를 파악하는 것이며, 향후 매스커스터마이제이션의 활성화를 위해서는 제품디자인 비전문가들로 구성된 소비자 참여 디자인을 위한 방법 및 도구의 연구와 개발이 이루어져야 할 것이다.

• 대한가정학회지
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• 제40권8호
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• pp.61-69
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• 2002

The research of the current situation of made-to-measure production by ready-made men's suit companies was done by interviewing and surveying the made-to-measure specialists. It was apparent that most frequently purchased items in Mass Customization were jackets of formal dress. The results of the research on the current situation of Mass Customization by ready-made clothes companies were as follows. The Mass Customization accounted for 3∼10%. The advantages of Mass Customization were more acceptable sizes, designs and details while the initial reasons for it were unusual physical figures and designs. The posture of a customer during measuring turned out to be critical enough to influence fitness after production. The companies in the research were found out to have materials for Mass Customization in storage and the sizes and other data of fixed circle of customers who would want Mass Customization saved in computer in most of the cases.

• 한국게임학회 논문지
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• 제17권3호
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• pp.7-20
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• 2017

MMORPG users can create their own identity that they will use to act through in the virtual world utilizing the avatar creation system. The MMORPG customization process, divided into the creation and transformation stages, provides a sandbox for the identity play by users. In this study, analysis of the users' customization attitudes using the Q methodology especially in the transformation stage was conducted. The users' attitudes were found to be categorized into 4 types: 1) fulfilling attitude, 2) customization immersed attitude, 3) customization challenging attitude, and 4) community oriented attitude. Of particular interest are the immersed customization type, where the attitude is driven by the internal motivation of "self-satisfaction" unlike the fulfillment and community oriented attitudes which are driven by instrumental motivation of the avatar, and the continuous desire towards transformation revealed by the challenging customization attitude. This study provides valuable insight in the design perspective for developers in instilling critical immersion elements to the users while preparing to update the level.

• Asia Marketing Journal
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• 제18권1호
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• pp.23-35
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• 2016

Product customization has been popular since Internet shopping began. Many firms have introduced customization configuration systems, allowing customers to choose a wide range of product attributes, attracting them to participate in the shopping process, and increasing customer satisfaction. Paradoxically, the attribute-by-attribute (AbA) choice in the customization process requires a high-information processing load resulting in shopper confusion. To reduce this confusion, the CvSS (customization via starting solution) system has recently been developed. However, this system provides solution support only for the starting point of the configuration process. Thus, in this study, the authors proposes the CvWS (Customization via Waypoint Solutions) system, which would greatly reduce the customer effort needed to complete the configuration process by using a novel approach to solve the nonlinear knapsack problem. The newly proposed system is theoretically compared with the AbA customization as well as the CvSS system. Also, its feasibility is discussed in the context of the nonlinear multiconstraint knapsack problem.

• 디지털융복합연구
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• 제10권6호
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• pp.111-131
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• 2012

대량맞춤(mass customization)은 대량 생산과 맞춤화의 이점이 결합된 것을 의미한다. 현재 비즈니스 패러다임의 혁신적인 변화의 하나로 대량 맞춤을 꼽을 수 있지만 어떠한 상황에서 대량맞춤이 성공적인지에 대한 연구는 부족한 실정이다. 본 연구는 브랜드 인지도가 높고 생산 규모를 갖춘 세 업종(화장품, 스포츠 운동화, 가전제품)의 대표적 제조기업의 대량 맞춤 사례를 통해서 탐색하고자 한다. 본 연구는 대량 맞춤이 갖는 본질적인 특성을 기반으로 한 성공모델을 제시하고자 하기 위해 Lampel 과 Mintzberg [35]이 제안한 맞춤화의 단계인 순수 표준에서 순수 맞춤에 이르는 전략적 범위에서 맞춤화의 성공적인 전략을 살펴보았다. 본 연구결과 고객의 수요와 공급의 연결고리가 단절되는 디커플링 포인트(decoupling point)가 대량맞춤의 중요한 성공요소가 되는 것으로 나타났다. 본 연구 결과는 향후 대량 생산 체제를 갖추고 고객의 요구에 맞는 제품 생산을 추구하는 기업에게 대량맞춤에 대한 전략적 방향을 제시할 수 있을 것으로 기대된다.

• 복식문화연구
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• 제21권2호
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• pp.272-286
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• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

• 한국의류학회지
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• 제32권2호
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• pp.259-270
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• 2008

The convenience and flexibility due to the spread of Internet allowed consumers to easily participate in marketing activity. Consumers want to participate in designing, manufacturing, delivering of products and service by expressing their opinions to the companies because they want to buy customized goods where their requirements are incorporated. We can expect that, through this interactive process of customization between consumers and companies, strong relationship quality may be built as a result of the interaction. The main purpose of this study is to examine the influence of consumer perception of customization on relationship quality in the e-business context. To accomplish this purpose, I reviewed the concept of customization, identified the perceptive factors of customization in e-business context (i.e., perception of participation level, assessment of flexibility), and examined the type of customization. Whether customization type generates varying degrees of perception of customization and relationship quality is revealed. As a result, collaborative product/service customization generated the highest relationship quality. Assembled product customization that was built based only on predicted consumer needs without any interaction between consumer and company showed a low level of relationship quality. And this type had no significant difference from standardized products. In short, there is a strong need for e-business companies to interact with consumers to improve relationship quality.

• 한국산학기술학회논문지
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• 제14권9호
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• pp.4478-4484
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• 2013

기존 모바일 커스터마이제이션 연구는 단일 디바이스의 서비스를 변경하려는 단일 커스터마이제이션 기법으로 수행되어왔다. 그러나, 변경하려는 모바일 서비스가 다중 디바이스에 일괄적으로 적용되기 위해서는 기존의 단일 커스터마이제이션 기법으로는 미흡하다. 본 논문에서는 모바일 서비스의 흐름제어 데이터를 공유하여 다중 디바이스를 커스터마이제이션하기 위한 기법을 제안 한다. 제안하는 다중 커스터마이제이션 기법은 푸시 서비스와 클라우드 서비스를 기반으로 한다.