Factors Affecting Value Types of the Fashion Customer Value Chain: Focusing on Social filtering, Information Evaluation Properties and Shopping Needs

Abstract

This study mainly focused on the value types of the fashion customer value chain (CVC), and it was intended to examine the influence of related variables such as social filtering, information evaluation properties, and shopping needs. This study conducted a total of 283 questionnaires targeting male and female college students in their 20s in the Busan and Gyeongsangnam-do who had shopping experiences through shopping social filtering at internet shopping malls for the latest 6 months. For data analysis, SPSS program was used, and reliability measurement, factor analysis, multiple regression analysis, and T-test, ANOVA were conducted. The research results are as follows. First, social filtering of fashion customers had a significant influence in value erosion in the order of delivery filtering and product filtering, and value creation had a significant influence in the order of contents filtering and purchase history filtering. Second, In particular, information interest had a high positive influence on those all. Information reliability had a negative influence on value erosion and value creation, and information usefulness also had a negative influence on value payment. Third, shopping needs of fashion customers had a significant effect on value erosion, value creation, and value payment. Moreover, specialized shopping needs were more important than integrated shopping needs. Fourth, except for the consumer's gender, there was a difference in the fashion customer value chain type according to age, monthly average shopping frequency of fashion products, monthly average shopping cost, and daily shopping time.