Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Online Channel Integration Strategies for Fast Fashion Brands Based on Consumer Benefits

소비자 추구혜택에 따른 패스트 패션 브랜드 온라인 통합채널 전략

  • Park, Jung-Min (Hyundai Department Store) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 박정민 (현대백화점) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2011.01.04
  • Accepted : 2011.03.24
  • Published : 2011.05.31
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Abstract

This research evaluates the availability of consumers moving to integrated multi channels by a target analysis on the integrated online channel and verifies the possibility of a synergy effect created by the expansion of an integrated online channel. The objectives are to define the scope of benefits desired in fast fashion and online shopping, compare the desired benefits of fast fashion consumers, online shopping consumers and fast fashion, and online shopping consumers, investigate the acceptance intention of the integrated online channel of consumers, and verity its relationship with the desired benefits. As a result, all consumers indicate the desire to pursue social recognition, pleasure, individuality, economic and convenience orientation, and fashion-innovativeness through shopping activities. In addition, there were differences in the mean of social recognition benefit individuality benefit, economical and convenience orientation benefit, and fashion-innovativeness benefit. Lastly, the acceptance intention of the integrated online channel was significant in all groups and the desired benefits that affect the acceptance intention of the integrated online channel were social recognition for fast fashion consumers along with pleasure and individuality for fast fashion and online shopping consumers.

Keywords

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