온라인 쇼핑에서 의류 제품 사이즈에 대한 소비자 인식 및 관여도 조사

초록

This study investigates consumer awareness and concerns regarding apparel sizing in the realm of online shop-ping. A survey was conducted with 450 women aged 18–59 who had engaged in online clothing purchases within the pastyear. It was observed that consumers shop for clothes online an average of 1.6 times per month, with those under 50shopping more frequently. The importance of size is higher when buying pants than jackets, especially in online shoppingcompared to offline purchases. Key references guiding online shopping decisions encompassed product sizing codes, cus-tomer reviews, and garment dimensions, which were notably favored by consumers with significant concerns. Respon-dents opted for Korean-style sizing codes for jackets but chose inch-sizing codes for pants. While awareness of height andweight remains high, knowledge of specific body measurements crucial for clothing size design is lacking, suggesting inad-equate communication of size information. Respondents prioritized specific areas for jacket and pants fit, yet the lack ofcomprehensive self-measurements beyond height and weight might present challenges in determining fit based solely onproduct dimensions. To address this issue, online retailers should display essential garment dimensions and visually sug-gest clothing sizes according to various body types. These findings provide valuable insights for online retailers to effec-tively present size information and lay a foundational framework for consumer size education.

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