• 한국의류산업학회지
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• 제9권2호
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• pp.188-196
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• 2007

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".

• 한국컴퓨터정보학회논문지
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• 제7권2호
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• pp.179-186
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• 2002

웹에서는 고객을 대상으로 하는 e-CRM을 실현하기 위해 개인의 취향과 습관을 고려하여 서비스를 제공하는 '개인화(Personalization)'가 인터넷 서비스 업체 및 사용자들의 관심을 모으고 있다. 즉, 개인화가 e-비즈니스(business)의 새로운 경쟁전략으로 떠오르고 있는 것이다. 본 연구에서는 인터넷상에서 고객 관계를 중요시하는 e-CRM(Customer Relationship Management)의 기본이 되는 개인화에 대해서 살펴보았으며. e-CRM(Customer Relationship Management)을 이용하여 개인화를 실현하기 위한 마케팅 전략의 발전방향에 대해서 논의하겠다. 또 이를 근간으로 본 논문에서는 현재 진행되고 있는 일대일(one-to-one) 마케팅을 기본으로 하는 개인화(Personalization)의 문제점이 무엇인지 알아보고, 보다 진보한 e-CRM구축을 위해 야후!(Yahoo.com)의 마케팅 담당 부사장인 세스고딘(Seth Godin)의 퍼미션 마케팅(Permission Marketing)을 적용한 새로운 개인화(Personalization) 기법을 제시한다.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2008년도 연합학회학술대회
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• pp.183-192
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• 2008

U-commerce의 특징중 가장 핵심이 되는것은 Personalization(개인화)이이며, E-commerce와 M-commerce의 Personalization과 U-commerce상의 Personalization의 차이를 이해하는 것이 필요하다. 이 연구에서는 U-commerce 예상 어플리케이션을 통하여 개인화 변수를 확인하고 그것이 지각된 수용가치에 어떻게 영향을 끼치며 수용가치가 Ucommerce의 수용의도에 어떤 영향을 미치는지를 조사하였다.

• 한국의류산업학회지
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• 제9권3호
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• pp.303-311
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• 2007

The apparel market is extremely competitive and thus apparel manufacturers should try to maximize consumer satisfaction with cost-efficient but consumer-oriented strategies. Personalized strategies considering each consumer's characteristics have to be developed. The purpose of this study is to investigate the effects of consumers' characteristics on personalization strategies of apparel brands. Investigating personalization based on consumers' values and demographic characteristics will allow apparel manufacturers to attract target consumers. A survey method was used for the empirical study. Questionnaires from 420 respondents were analyzed using factor analysis, cluster, t-test, and ANOVA. The results indicated a significant influence of consumer values on customer service-related aspects of personalization. Female consumers demanded product- and information-oriented factors of personalization. Age, residential area, and clothing expense also had significant influence on the need for personalization of apparel shopping.

• International Journal of Contents
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• 제2권2호
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• pp.25-28
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• 2006

In this paper, we present personalization that of important research fields recently. As the interest of individual becomes more diverse, more and more digital contents become personalized. Personalization makes users more satisfied by helping them to use the contents effectively. We discuss the type and the substantial interface of personalization that provides satisfaction to user.

• 복식
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• 제58권4호
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• pp.58-71
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• 2008

The demand for personalized products and service of apparel product has increased dramatically. In order to acquire a personalized apparel product, consumers may have to sacrifice more expense or time. The purpose of this study was to investigate various personalization strategies in apparel business and to identify antecedents that influence the process. Clothing involvement and two price related variables (clothing expense and willingness to pay more) were included in the study as antecedents. Four personalization strategies were included in the study: design selection, size customization, in-store service and promotion personalization. For an empirical study, a conceptual model was designed and research questionnaire was developed. A measure of personalization of apparel shopping was developed based on existing scale items of prior research and a pilot study. Data from 766 men and women in their twenties to forties were used for statistical analysis. Structural Equation Modeling was used for the data analysis. Results indicated that the conceptual model was a good fit to data. Structural paths indicated that there was significant influence of clothing involvement on design selection and sales promotion personalization strategies. Involved consumers spent more on chothing products and were likely to pay more on personalized products and services. Monthly clothing expense influenced size customization significantly. It also had negative influence on service related personalization strategies. Consumers were willing to pay more when it comes to product related personalization strategies such as design and size but not necessarily to service related strategies. This study was an attempt to provide an in-depth and synthesized approach on consumer attitudes toward personalization of apparel products.

• Asia Marketing Journal
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• 제22권3호
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• pp.87-105
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• 2020

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association's Music Listening 2019 report, then analyzed four different models (before personalization-cognitive experience, before personalization-emotional experience, after personalization- cognitive experience, after personalization-emotional experience) by JASP and R Studio. We conducted Structural Equation Model (SEM) and paired t-test. Personalization factors are about recommendation systems in Spotify. The results of survey represent that companies can shape the Customer Decision Journey (CDJ) ahead especially through enhance cognitive experience. It empirically proves Elaborated Likelihood Model (ELM). The conclusion can be drawn that 'pulling' customer experience can be a new marketing strategies in the digital era.

• 한국정보전자통신기술학회논문지
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• 제1권3호
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• pp.53-60
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• 2008

최근 인터넷 서비스의 활용은 다양한 정보와 동시에 개인에 적합한 서비스를 제공하기위한 노력들로 이루어지고 있다. 이에 본 논문에서는 인터넷 멀티미디어 서브시스템을 기반으로 서비스 통합 과 개인화를 제공하는 웹서비스 활용 모델을 제시하고자 한다. 이러한 서비스 통합과 개인화를 위해 서비스 사용자 정보 분석 및 개인화 서비스 구성요소 추출과정이 요구되며 이를 위해 개인 서비스 제공 정책 수립이 필요하다. 이러한 과정을 통해 기존 서비스와 외부 서비스들 간의 효율적인 통합을 제공할 수 있으며 신규서비스 모델을 구축하여 서비스 이용자에 대한 보다 세밀한 서비스 제공이 가능할 것이다.

• 디지털산업정보학회논문지
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• 제12권4호
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• pp.135-143
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• 2016

The purpose of this study is to investigate the user's attitude and usage of smart banking application in terms of user's benefits and personalization. While the prior researches on mobile banking adoption focus on the characteristics of service itself, this paper intends to investigate the smart banking application in terms of user's benefits, which are personal value consumers attach to the product or service attributes. Based on prior studies functional benefits, social benefits, experiential benefits, and personalization are identified as affecting factors of the user's attitude and usage of smart banking application. According to the results of multiple regression analysis, all benefit factors(functional benefit, experimental benefit, social benefit) and personalization were found to be significantly related to the user's attitude. Users' attitude on smart banking was found to be significantly related to the real usage as well. This paper has value in that it investigates the attitude and usage of smart banking in terms of benefits.

• 대한안전경영과학회지
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• 제5권3호
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• pp.107-119
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• 2003

Expectation and interest about e-CRM are rising for more efficient customer management in on-line including electronic commerce. The decision-making tree can be used usefully as the data mining technology for e-CRM. In this paper, the representative decision making techniques, CART, C4.5, CHAID analyzed the differences in personalization point of view with actuality customer data through an experiment. With these analysis data, it is proposed a new decision-making tree system that has big advantage in personalization techniques. Through new system, it can get following advantage. First, it can form superior model more qualitatively in personalization by adding individual's weight value. Second it can supply information personalized more to customer. Third, it can have high position about customer's loyalty than other site of similar types of business. Fourth, it can reduce expense that cost marketing and decision-making. Fifth, it becomes possible that know that customer through smooth communication with customer who use personalized service wants and make from goods or service's quality to more worth thing.