CAJ | 학술논문

探索消费者使用服装在线定制服务的内在机理，为运营商提供相关的营销管理建议。以参加服装在线定制或未参加但对服装在线定制有了解的人群为调研对象，结合SPSS 19.0和LISREL8.70对数据进行分析和模型检验，以此探讨影响消费者服装在线定制服务的接受态度的因素。分析结果发现：愉悦感知、个性感知、有效性感知、感知易用性以及社会影响，是消费者接受服装在线定制态度的关键因素；同时态度起中介作用，进而影响消费者购买在线定制服装的行为。
탐색소비자사용복장재선정제복무적내재궤리，위운영상제공상관적영소관리건의。이삼가복장재선정제혹미삼가단대복장재선정제유료해적인군위조연대상，결합SPSS 19.0화LISREL8.70대수거진행분석화모형검험，이차탐토영향소비자복장재선정제복무적접수태도적인소。분석결과발현：유열감지、개성감지、유효성감지、감지역용성이급사회영향，시소비자접수복장재선정제태도적관건인소；동시태도기중개작용，진이영향소비자구매재선정제복장적행위。
This article explores the internal mechanism of consumers customization which apparels online, providing relevant management advice to the operator. To participate in online but custom clothing or participated in online custom clothing has an understanding of population research object, combining SPSS 19.0 and LISREL8.70 for data analysis and model checking, in order to investigate the factors that influence consumer acceptance of online apparel customization attitude. The results show that: pleasant perception, personality perception, perceived effectiveness, perceived ease of use and social effects are key factors in consumer acceptance of online apparel customization attitude. At the same time, attitude plays an intermediary role, thereby affecting consumer buying behavior.