고관여 제품에 표현된 커스터마이징 전략 연구

Abstract

Modern consumers have become more individualized and valued through customizing. As the core consumers of the MZ generation contributed to product consumption, consumers changed from passive buyers to value makers. Customization takes the form of the second generation, where IT technology and big data are actively utilized, past the first generation where customization is made based on offline, and is shown in various areas. Consumer behavior toward purchases has changed actively, and information exploration activities have become active due to the development of SNS. Consumers' alternative evaluations of products have also become more complex, increasing their involvement in purchasing products, and increasing their psychological risks such as the importance of self-expression or social risks such as negative evaluations from others. Therefore, it is believed that customizing strategies will help consumers recognize the brand more strongly and at the same time enhance the brand image. This study aims to present customizing service plans that can be applied to companies in the future through a case analysis of customization strategies shown in domestic and foreign high-involvement products. I learned about these things through the examples of domestic and foreign luxury fashion, home appliances, and furniture customization services. Consumers were able to participate independently from the early stages of production, and the service was mostly free to combine materials and color changes to the extent provided by companies. It was also confirmed that the customized simulation service online facilitates smooth communication between consumers and businesses. Through this analysis, we could have an expected effect on the company's sales growth and new image enhancement, and furthermore, we need to come up with more various forms of customization strategies.