The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A comparison of the types and characteristics of the purchase channel journey of fashion products in the MZ generation

MZ세대의 패션상품 구매채널여정 유형화와 특징 비교

  • 이정우 (가천대학교 패션디자인학과) ;
  • 김미영 (가천대학교 패션디자인학과)
  • Received : 2022.06.10
  • Accepted : 2022.10.05
  • Published : 2022.10.31
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Abstract

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

Keywords

Acknowledgement

This work was supported by Gachon University research fund of 2019 (GCU-2019-0377).

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