온라인 쇼핑을 활용하는 30대 여성의 패션상품 구매 및 착장의 특성

Abstract

The purpose of this study is to do an in-depth examination of Korean women in their 30’s on the characteristics of their online fashion shopping, clothes-wearing, and presentation. In-depth in-terview and quantitative analysis were conducted as study methods. Results of this in-depth analy-sis showed that the factor with the most significant influence in their lifestyle was “childbirth.” Childbirth was a major factor during fashion shopping and clothes-wearing. Also the results showed that the reason they used online shopping was for convenience, efficiency, rationality, pursuit of information, variety, and hedonism. In particular, women in their 30’s had a higher motivation for efficiency and rationality compared to those in their 20’s, and of those women, married working women showed the highest preference for fashion soho malls. Meanwhile, full-time homemakers, who pursued rationality, used open markets to search for fashion items based on price. Furthermore, the factors that women in their 30’s considered during online shop-ping were price, design, purpose or situation for wearing the clothing, respectively. Compared to the women in their 20’s, they emphasized recommendation, product properties, credibility, econo-my more than women in their 20’s. Factors such as marriage and childbirth were more influen-tial than occupation. Meanwhile, the factors that women in their 30’s considered for wearing and presentation were time, place, and occasion(TPO), which all showed high importance in in-depth interview and quantitative analysis. Other factors were ‘suitable image to self’ and ‘covering up body figure.’ Key words: clothes-wearing(), online fashion shopping( ), women in their thirties(30 )