본문 바로가기
KERD
논문KCI 등재

Suggestion of a Strategy for Fashion Customization Services -An Integrated Perspective of Narcissism and Brand Prestige-

김윤정|김하연
한국패션비즈니스학회|2022.12|패션 비즈니스 (Journal of Fashion Business)|제26권 제6호|pp. 64-81

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

technologyfashioncustomizationnarcissistic dispositionbrand prestige
주제분류생활과학

초록

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.

Abstract

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.

참고문헌 (60)

  1. Ackerman, R. A., "What does the narcissistic personality inventory really measure?", Assessment, 18(1), pp.67~87 (2011)[DOI]
  2. Ashdown, S., "Mass-customized target market sizing : Extending the sizing paradigm for improved apparel fit", Fashion Practice, 2(2), pp.147~173 (2010)[DOI]
  3. Baek, T. H., "The differential roles of brand credibility and brand prestige in consumer brand choice", Psychology & Marketing, 27(7), pp.662~678 (2010)[DOI]
  4. Belk, R. W., "Possessions and the extended self", Journal of Consumer Research, 15(2), pp.139~168 (1988)[DOI]
  5. Belk, R. W., "Gift giving as agapic love : An alternative to the exchange paradigm based on dating experiences", Journal of Consumer Research, 20(3), pp.393~417 (1993)[DOI]
  6. Brown, R. P., "Narcissism and the non-equivalence of self-esteem measures : A matter of dominance?", Journal of Research in Personality, 38(6), pp.585~592 (2004)[DOI]
  7. Buss, D. M., "Narcissistic acts in everyday life", Journal of Personality, 59(2), pp.179~215 (1991)[DOI]
  8. Cisek, S. Z., "Narcissism and consumer behaviour : a review and preliminary findings", Frontiers in Psychology, 5(232), pp.1~9 (2014)[DOI]
  9. Chang, L., "Materialism as an attempt to cope with uncertainty", Psychology & Marketing, 19(5), pp.389~406 (2002)[DOI]
  10. Cho, S., "Gender, fashion innovativeness and opinion leadership, and need for touch : Effects on multi-channel choice and touch", non-touch preference in clothing shopping, 2011, pp.15(3), 363~382
  11. 최자영, "공적자기의식과 나르시시즘이 페이스북 브랜드 팬페이지의 공유의도에 미치는 영향: 브랜드 컨셉의 조절효과 분석", 마케팅연구, 28(2), pp.65~86 (2013), 한국마케팅학회
  12. Christodoulides, G., "Measuring perceived brand luxury : An evaluation of the BLI scale", Journal of Brand Management, 16(5), pp.395~405 (2009)[DOI]
  13. Cunningham-Kim, M. A., "Because I'm worth it(and you're not) : Separating the effects of narcissism and self-esteem on prestige purchases", Advances in Consumer Research, 38, pp.896~897 (2011)
  14. Dewan, R., "Adoption of Internet-based product customization and pricing strategies", Journal of Management Information Systems, 17(2), pp.9~28 (2000)[DOI]
  15. Dillon, T. W., "Factors Influencing Consumers' E-Commerce Commodity Purchases", Information Technology, Learning & Performance Journal, 22(2), pp.1~12 (2004)
  16. "Prestige brands or luxury brands? An exploratory inquiry on consumer perceptions" (2002)[URL]
  17. 은명진, "대량 맞춤형 의류상품을 위한 디자인 프로세스 모형 연구 - 인터넷 쇼핑 환경을 중심으로-", 한국의류학회지, 30(2), pp.187~197 (2006), 한국의류학회
  18. Foster, C., "Innovation and scaling of ICT for the bottom-of-the-pyramid", Journal of Information Technology, 28(4), pp.296~315 (2013)[DOI]
  19. Franke, N., "Testing the value of customization : When do customers really prefer products tailored to their preferences?", Journal of Marketing, 73(5), pp.103~121 (2009)[DOI]
  20. Franke, N., "Why customers value self-designed products : The importance of process effort and enjoyment", Journal of Product Innovation Management, 27(7), pp.1020~1031 (2010)[DOI]
  21. Franke, N., "The ‘I designed it myself’ effect in mass customization", Management Science, 56(1), pp.125~140 (2010)[DOI]
  22. Fuchs, C., "The handmade effect : What's love got to do with it?", Journal of Marketing, 79(2), pp.98~110 (2015)[DOI]
  23. Gandhi, A., "How technology can drive the next wave of mass customization", McKinsey on Business Technology, 32, pp.4190~4199 (2014)
  24. Goldsmith, R. E., "Have it your way : Consumer attitudes toward personalized marketing", Marketing Intelligence & Planning, 22(2), pp.228~239 (2004)[DOI]
  25. Grant, K. E., "The search for individualism : Self-expression through product personalisation", International Journal of Designed Objects, 6(1), pp.17~29 (2013)[DOI]
  26. Gregg, A. P., "Narcissistic fragility : Rethinking its links to explicit and implicit self-esteem", Self and Identity, 9(2), pp.142~161 (2010)[DOI]
  27. Grossman, G. M., "Foreign counterfeiting of status goods", The Quarterly Journal of Economics, 103(1), pp.79~100 (1988)[DOI]
  28. Heizer, J., "Principles of Operations Management" (2011), Pearson
  29. Hendin, H. M., "Assessing hypersensitive narcissism : A reexamination of Murray's narcism scale", Journal of Research in Personality, 31(4), pp.588~599 (1997)[DOI]
  30. 현지원, "밀레니얼 세대의 나르시시즘과 물질주의가 럭셔리 제품의 보상적 소비에 미치는 영향 -자기통제감의 조절효과를 중심으로-", 패션 비즈니스, 25(4), pp.109~124 (2021), 한국패션비즈니스학회
  31. 장서연, "지각된 소비가치와 구매의도의 관계에서 나르시시즘의 조절효과에 관한 연구", 마케팅관리연구, 25(3), pp.63~85 (2020), 한국마케팅관리학회[DOI]
  32. Kaiser, U., "The self-expressive customization of a product can improve performance", Journal of Marketing Research, 54(5), pp.816~831 (2017)
  33. Narges Kamali, "Mass Customization: On-line Consumer Involvement in Product Design", Journal of Computer-Mediated Communication, 7(4) (2006), Oxford University Press (OUP)[DOI]
  34. Ha Youn Kim, "Blurring production-consumption boundaries: Making my own luxury bag", Journal of Business Research, 74, pp.120~125 (2017), Elsevier BV[DOI]
  35. Kim, H. Y., "The effect of online customization on consumers’ happiness and purchase intention and the mediating roles of autonomy, competence, and pride of authorship", International Journal of Human–Computer Interaction, 36(5), pp.403~413 (2020)[DOI]
  36. Kumar, A., "Measuring the effectiveness of a mass customization and personalization strategy : A market-and organizational-capability-based index", International Journal of Flexible Manufacturing Systems, 19(4), pp.548~569 (2007)[DOI]
  37. 이한근, "신제품개발의 소비자 공동가치창출 활동에 관한 연구", 마케팅관리연구, 21(4), pp.67~95 (2016), 한국마케팅관리학회
  38. Lee, S. E., "Acceptance of mass customization of apparel : merchandising issues associated with preference for product, process, and place", Clothing and Textiles Research Journal, 20(3), pp.138~146 (2002)[DOI]
  39. Moreau, C. P., "It’s the thought (and the effort) that counts: How customizing for others differs from customizing for oneself", Journal of Marketing, 75(5), pp.120~133 (2011)[DOI]
  40. Moreau, C. P., "Customization in luxury brands : Can Valentino get personal?", Journal of Marketing Research, 57(5), pp.937~947 (2020)[DOI]
  41. Norton, M. I., "The IKEA effect : When labor leads to love", Journal of Consumer Psychology, 22(3), pp.453~460 (2012)[DOI]
  42. O'Cass, A., "Fashion clothing consumption : Antecedents and consequences of fashion clothing involvement", European Journal of Marketing, 38(7), pp.869~882 (2004)[DOI]
  43. 박진아, "대량 맞춤화(Mass Customization)형 의류 제품을 위한 디자인 프로세스 모형 연구", 한국의류학회지, 29(7), pp.897~908 (2005), 한국의류학회
  44. 박선미, "아바타 활용 맞춤 티셔츠에 대한 소비자 기초조사 연구", 디지털디자인학연구, 12(1), pp.419~426 (2012), 한국디지털디자인학회[DOI]
  45. Peng, D. X., "Impacts of information technology on mass customization capability of manufacturing plants", International Journal of Operations & Production Management, 31(10), pp.1022~1047 (2011)[DOI]
  46. Pilch, I., "Grandiose and vulnerable narcissism, materialism, money attitudes, and consumption preferences", The Journal of Psychology, 151(2), pp.185~206 (2017)[DOI]
  47. Piller, F. T., "Does mass customization pay? an economic approach to evaluate customer integration", Production Planning & Control, 15(4), pp.435~444 (2004)[DOI]
  48. Pine, B. J., "Making mass customization work", Harvard Business Review, 71(5), pp.108~111 (1993)
  49. Pine, B. J., "Do you want to keep your customers forever?", Harvard Business Review, 73, pp.103~114 (1995)
  50. Schreier, M., "The value increment of masscustomized products : An empirical assessment", Journal of Consumer Behaviour, 5(4), pp.317~327 (2006)[DOI]
  51. Sedikides, C., "The I that buys : Narcissists as consumers", Journal of Consumer Psychology, 17(4), pp.254~257 (2007)[DOI]
  52. Sedikides, C., "Are normal narcissists psychologically healthy? : Self-esteem matters", Journal of Personality and Social Psychology, 87(3), pp.400~ (2004)[DOI]
  53. 신현암, "국내 기업의 대량 맞춤화 사례연구", 디지털융복합연구, 10(6), pp.111~131 (2012), 한국디지털정책학회[DOI]
  54. Steenkamp, J. B., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34, pp.53~65 (2003)[DOI]
  55. Trentin, A., "Increasing the consumer-perceived benefits of a mass-customization experience through sales-configurator capabilities", Computers in Industry, 65(4), pp.693~705 (2014)[DOI]
  56. Truong, Y., "New luxury brand positioning and the emergence of masstige brands", Journal of Brand Management, 16(5), pp.375~382 (2009)[DOI]
  57. Vigneron, F., "Measuring perceptions of brand luxury", Journal of Brand Management, 11(6), pp.484~506 (2004)[DOI]
  58. "Made-to-order: The rise of mass personalization" (2019)[URL]
  59. 양희종, "온라인 커스터마이징 시장 분석 및 서비스의 방향에 관한 연구", 조형미디어학, 20(2), pp.110~119 (2017), 한국일러스아트학회
  60. 유정민, "매스 커스터마이제이션의 공동가치창출이 소비자 반응에 미치는 영향", e-비즈니스연구, 18(1), pp.37~49 (2017), 국제e-비즈니스학회[DOI]

관련 논문AI추천

MZ세대의 자기애 성향이 럭셔리 패션상품의 보상소비에 미치는 영향에 대한 연구강유림, 김문영한국의류산업학회 · 한국의류산업학회지2024 · 제26권 제4호The factors influencing consumers' perceived complexity of online apparel mass customization service usage문희강, 이현화, 장은영복식문화학회 · 복식문화연구2013 · 제21권 제2호나르시시즘 성향, 패션소셜미디어 이용동기, 정보확산 행동 간 관계 연구송광석, Mi-Sook Kim, Nae-Eun Kim한국유통과학회 · 산경연구논집2018 · 제9권 제1호럭셔리 패션 브랜드의 자아 일치성 및 기능 일치성이 구매의도에 미치는 영향: 자기해석 조절 효과를 중심으로서지인, 이은정한국의류산업학회 · 한국의류산업학회지2018 · 제20권 제1호Self-monitoring tendency and fashion involvement: Antecedents and consequences of perceived relative value of mass-customized fashion products in a gift-giving context김지현, Gargi Bhaduri한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제4호Consumer characteristics as predictors of purchase intentions and willingness to pay a premium for men’s mass-customized apparelJessie H. Chen-Yu, Jung-Ha Yang한국마케팅과학회 · Journal of Global Fashion Marketing2020 · 제11권 제2호

이 간행물의 다른 논문 (8건)

Analysis of Hip-hop Fashion Codes in Contemporary Chinese Fashion빈삼, 염혜정pp. 1-13An Investigation into the Historical Context of a Kimono and Its Sartorial Relevance in Western Societies in 2022Elizabeth J Burtonpp. 14-31The Parametric Fashion Design Using Grasshopper -Focused on Skirt Silhouette-이정수, 김정민pp. 32-46The Advent of the 19th Century Bicycle and Women's Fashion -Focused on France-이금희pp. 47-63Green Advertisement with Sustainability Claims -Message Credibility and Design Trendiness-이새은, 이규혜, 민유원pp. 82-93
원문 보기