패션 관심도와 취향에 따른 패션 큐레이션 서비스 태도 및 패션제품 구매의도에 미치는 영향 연구-20~30대 큐레이션 서비스 경험자를 중심으로-

Abstract

Recognizing that a curation service is very necessary for the field of fashion, this study investigates the situation of the use of Fashion Curation Service (FCS) towards 20s to 30s aged active SNS users, and examines a difference in consumers' attitude toward FCS by clusters according to fashion interest and taste as well as aims to draw implications for marketing through an analysis of an impact of on purchase intention of fashion products. As subjects of the study, men and women in their 20s and 30s were selected by convenience sampling, and data on 176 persons were analyzed. With the data collected in this study, frequency analysis, reliability verification (Cronbach's α), cluster analysis, independent sample t-test and regression analysis were conducted, using SPSS 23.0 program. As a result of a survey on the situation of the research subjects' use of FCS, it was noted that they preferred "SNS type" the most. In addition, it was found that there was a significant difference in consumers' attitude toward FCS according to the fashion interest. Those who were interested in the fashion more responded that they come to have an intention to purchase fashion products or know them better through FCS. It was also found that there is a significant difference in consumers' attitude toward FCS according to the taste. Finally, we found significant important variables to influence on the purchase intention of fashion products which can be accounted for by the four different independent variables such as FCS, "social commerce open market type", "SNS type", and "expert recommendation". Considering that each group's attitude toward FCS differs depending on fashion interest and taste, we can draw conclusion that it is necessary to develop various professional fashion contents to fit consumer's taste and interest because consumers' attitude toward FCS has an influence on purchase intention. We also suggest that we should educate more professionals fashion curation that may affect the consumers' selection of fashion products and qualitatively substantiate that. It is judged that the curation marketing according to these various curation contents and professional workforce development would make a great contribution to enterprise SNS marketing.