기술혁신성과 의복관여도에 따른 집단별 특성 분석: 스마트폰 패션 정보 애플리케이션 사용현황을 중심으로

Abstract

As the smart phone market grows rapidly, the significance of the application (app)market also increases. The purposes of this study were to identify market segmentsaccording to technological innovativeness and clothing involvement, and to compare thedifferences in lifestyles, benefits of fashion information app sought, and intention to use. The data were collected from smart phone users in their 10s to 30s in 2013, and a totalof 292 data sets were analyzed. The findings of this study were as follows. Therespondents were divided into three groups, innovative group, clothing involvement group,and passive group. Significant differences were found among three segments in terms ofage, marital status, education level, and monthly income. With respect to five lifestylefactors, innovative group and clothing involvement group had higher mean scores forrational purchase, personal relationship, and personality pursuit than passive group. However, these two groups showed differences in brand pursuit factor. The benefits of thefashion information app were generated into two factors, information benefit and enjoymentbenefit. Innovative group and clothing involvement group had higher values than passivegroup in these two factors. Finally, innovative group had the highest value on the intention to use fashion information app. This study attempts to provide fundamental informationabout the potential market segment for managers or marketers developing fashioninformation apps.