크라우드 펀딩 플랫폼 기반 패션제품의 브랜드 가치요인 및 수요연구

Abstract

According to variety of lifestyle and increase of using the internet networking, Crowding funding system based on SNS is one of the important trends in the product industry. As these trend were relighted in the field of industries, various global industries have adopted these trend, as major trend. In the fashion industry, also, concerning of the Crowding funding system is increased. But, Crowding funding system in the field of fashion industry is just started, study of value factor as brand and consumer needs is insufficient. So, this study is focused on the ages of 20 who are considered to be high demand consumers on product of the fashion brand based on crowd funding system. Brand value factors and direction factor were analyzed and suggested based on consumer’s needs of the crowd funding system by fashion leadership types. As a result, fashion leadership type were categorized 2 types as high fashion leadership and low fashion leadership. The group of high fashion leadership has higher demand and satisfaction on crowd funding system. Brand value on crowd funding system is different with normal online clothing system, and brand value factor is consisted social contribution, social value creation ans so on.