패션제품 구매결정에 영향을 미치는 피팅룸 환경 요인에 관한 연구

초록

The purchase-related responses of MZ generation consumers may vary depending on the environmental factorsof the fitting room. Therefore, this study extracted and systematized fitting room characteristics in the retail fashionenvironment. In-depth interviews were conducted with a total of 50 informants to collect data on the experience of usingthe fitting room. Then, a qualitative analysis was performed. First, results confirmed that the environmental factors of thefitting room include physical (spatiality, functionality, comfort, and convenience) and human (interactivity and congestion)aspects. Next, additional analysis was performed on functionality and interactivity to clarify the influence of environmentalcharacteristics of the fitting room. These factors were classified into qualitative categories. The study results confirmedthat, in the case of functionality, preferred lighting and mirror factors vary depending on the clothing product type, theplace and situation for wearing, and individual characteristics. Furthermore, regarding interactivity, the preference for thepresence of sales staff or companions differed according to personal traits and the need for additional information and evaluation. The study provides valuable information for effective fitting room space planning for offline fashion stores to meetthe needs of MZ generation consumers.

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