3D 가상 피팅 기술을 활용한 한국 패션제품에 대한 구매의도 : 베트남, 인도네시아, 태국 소비자를 중심으로

Abstract

Due to the rapid development of the internet and mobile devices, the trend of cross-border shopping is spreading to the global stage, and Southeast Asia is attracting attention as one of the fastest-growing e-commerce markets in the world. Southeast Asian consumers’ digital consumption accelerated after the pandemic. However, the inability to try on clothing products has long been recognized as a limitation of overseas online purchases. 3D virtual fitting technology allows consumers to better evaluate the size and shape of fashion products before purchasing, so as to reduce the difference between the physical and the online store. In this way, it can increase the realism of online shopping for global consumers and help them make better purchase decisions. The purpose of this study is to examine the sales potential of Korean fashion products through cross-border e-commerce. A survey was conducted among female consumers in their 20s and 30s in Vietnam, Indonesia, and Thailand. Respondents answered a questionnaire after watching a video using the 3D virtual fitting system. 200 sets of data from each country were used for the final analysis, and the results are as follows. In the case of Vietnamese consumers, their involvement in online shopping and the Korean wave influenced their online purchase intentions of Korean fashion products using the 3D virtual fitting system in the order. In the case of Indonesian consumers, the Korean wave had the greatest impact on purchase intention, followed by cognitive country image and online shopping involvement. Lastly, in the case of Thai consumers, and in order of significance, the Korean wave, online shopping involvement, innovativeness, and perceived severity of COVID-19 all had an impact. These results propose a global sales strategy for Korean fashion products by identifying factors affecting purchase intentions of Korean fashion products using 3D virtual fitting technology.