온라인 쇼핑에서 의류 제품 사이즈에 대한 소비자 인식 및 관여도 조사

• Published in: Fashion & textile research journal Vol. 26; no. 1; pp. 25 - 34
• Main Authors: 전은진, Eun-jin Jeon, 이아람, Ah Lam Lee
• Format: Journal Article
• Language: Korean
• Published: 한국의류산업학회 28.02.2024
• Subjects: consumer; garment sizing; online shopping; size concerns; 사이즈 관여도; 생활과학; 소비자; 온라인 쇼핑; 의류 사이즈
• ISSN: 1229-2060; 2287-5743

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