An Investigation of the Multiple Effects of Personalization in Shopping Apparel Products

의류제품 쇼핑과정에서 개인화의 다면적인 영향

  • Kim, Yeon-Hee (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • Received : 2006.11.14
  • Published : 2007.04.30


Fashion business is undergoing a severe competition because of the various consumers' needs, over production, and short product life styles. The purpose of this study is to investigate the role of personalization in apparel shopping. Characterizing the notion of the personalization typology, investigating the effect of personalization to different consumers, and providing useful issues to draw more target consumers are to be accessed. For empirical research a survey method was employed. A measure for personalization in apparel shopping was developed based in existing scale items and pilot study. Consumers responded highly on design personalization in shopping apparel products. Factor analysis extracted six dimensions of apparel product personalization. Six types of personalization were: "personalized advice", "personalized design choice", "personalized fit", "sales-promotion personalization", "personalized costomer relationship management" and "in-store personalization".



Supported by : 한국학술진흥재단


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