패션 제품 공유서비스에 대한 소비자 인식과 이용 실태

Abstract

Objective: This study aims to provide data that can be used when expanding existing shared services and building new shared services as a basic analysis for vitalization of shared services.BRBRBackground: In the fashion industry, the necessity and revitalization of shared services were raised to solve the problems that occurred as fast fashion became popular. However, research on the specific usage status of domestic fashion sharing service sites is still lacking.BRBRMethod: Survey was conducted for 367 adults between the age group of 20 and 40. Descriptive statistical analysis and frequency analysis were made using SPSS 24.0. BRBRResults: This study found that males experienced sharing service more than females, and workers who directly contact customers are more likely to use sharing service. Further, people who spend more on purchasing clothing and more interested in clothing were likely to use sharing service. Most of those who experienced sharing service used it one to four times. They hoped the price to fall down below 30,000 won. Respondents who knew sharing service but did not experience it said to be aware of shared products and sharing service websites, but they did not use them due to rental and return inconveniences, concerns over product damage and loss, high price, and unsanitary conditions.BRBRConclusion: It was confirmed that the domestic fashion product sharing service is not yet active due to low frequency of use. As a marketing strategy for shared services, it seems necessary to recognize the reasonableness and appropriateness regarding cost, focus on workers who have high contact with others, and create differentiated advertisements according to gender.BRBRApplication: This study is meaningful for it provides data that can be used in the expansion of existing shared services and establishment of new shared services as a basic investigation.