온라인 의류시장의 경쟁구조: 온라인 의류점포유형의 비교분석을 중심으로 (Competitive Structure of Online Fashion Market: Comparative Analysis of Online Fashion Store Types)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 18권 / 3호 / 1 ~ 27페이지
· 저자명 : 이미아, 손진아

초록

본 연구는 전체 온라인 의류점포를 유형화하고 온라인 의류점포의 유형 내 및 유형 간 경쟁구조를파악하는 것을 목적으로 하였다. 이를 위해 소비자들의 인지적 자료에 근거하여 온라인 의류시장의하부구조를 파악함으로써 다양한 의류점포들의 경쟁그룹을 도출하였고, 온라인 점포유형들의 포지셔닝 맵을 작성하여 경쟁그룹 간 고유의 경쟁점을 확인하였다. 또한 각 경쟁그룹 내에 포함되어 있는점포들의 점포속성에서의 차이를 분석함으로써 경쟁그룹 내 개별점포 간 비교 우위점을 살펴보고자하였다.
본 조사는 최근 6개월 이내에 온라인에서 의류제품을 쇼핑한 경험이 있는 20~30대 여성들을 대상으로 실시되었고, 총 705개의 응답 자료를 분석에 사용하였다.
온라인 의류시장의 하부구조를 파악하기 위해 계층적 군집분석을 실시한 결과 6개 유형의 12개 온라인 점포가 오픈마켓군, 종합몰군, 패션전문몰군, 보세전문몰군 등 4개 경쟁그룹으로 군집화되었다.
또 경쟁그룹 간 경쟁점을 파악하고 포지셔닝맵을 제시하기 위해 판별분석을 실시한 결과, 종합몰은제품/사이트 신뢰와 점포 서비스라는 점포특성으로 함께 경쟁하고 있었으며 여기에 하프클럽이나 패션플러스와 같은 패션전문몰도 가세하고 있어 업태 내 뿐만 아니라 업태 간 경쟁도 치열한 것으로나타났다. 의류유통몰인 오가게는 의류소호몰과 함께 보세전문몰군이라는 하나의 경쟁그룹을 이루면서 상품연출이라는 강점으로 경쟁하고 있었고, G마켓, 옥션, 11번가와 같은 오픈마켓군들은 접근편리성과 제품다양성이라는 속성을 함께 가지고 있어 업태 내 경쟁을 하는 것으로 나타났다. 또한 패션전문몰군을 제외한 오픈마켓군, 종합몰군, 보세전문몰군 등은 그룹 내 개별 점포 간 평가속성에서 차이가 있는 것으로 나타났다. 마지막으로 연구결과를 바탕으로 다양한 이론적, 실무적 시사점을 논의하였고, 연구의 한계점 및 향후 연구방향을 제시하였다

영어초록

New or existing online fashion companies looking to enter the online fashion market perform market segmentation and targeting strategies to determine their competitive position.
At this point, it’s a competitive structure analysis that forms a guide to that. Whereas market segmentation analysis forms groups of like-minded consumers, competitive structure analysis employs empirical data to form groups of similar rival products or stores.
The objectives of the research are to determine the competitive structure of online fashion market, by typifying fashion e-tailers, determining the substructure of overall fashion e-tailer market, and eliciting fashion e-tailers’ positioning map based on consumer’s perception,especially in the side of intertype and intratype competition.
Therefore, this research employs consumers’ perceptual data to form competitive groups of fashion e-tailers. The data were collected in 2011 by means of a self-administered ques tionnaire through online survey agency. Only women, ranging in age from their twenties to thirties who had purchased apparel goods through internet at least once in the last 6 months were asked to participate in this survey. All respondents chose a online patronage store and then answered the questionnaire about that, which follows the survey method of the previous studies dealing consumer based store attributes evaluation. A total of 746 completed responses resulted from the survey. If respondents to a specific online fashion mall were less than 10,their responses were excluded. Finally 705 responses were employed for data analysis. Online patronage stores selected by respondents are all twelve; G Market, Auction, 11Street(open market), Shinsegea Mall, Lotte.com, Hundai H Mall(comprehensive mall with both of on and off-line channel), GS Shop, CJ Mall (comprehensive mall with only online channel), Half Club,Fashion Plus, Ogage(fashion specialty stores), and Soho Mall.
Data analysis was conducted in three major phases. In the first phase, an exploratory factor analysis(EFA) and a confirmatory factor analysis(CFA) were performed to identify the online store attributes dimensions. In the second phase, in order to divide the twelve fashion e-tailers into competitive groups, hierarchical cluster analysis was employed. In the third phase, to confirm whether competitive groups of fashion e-tailers represent intratype competition (complementary) or intertype competition(substitute), a multi-discriminant analysis was conducted. Furthermore ANOVA and T-test were performed to determine the comparative advantage within competitive groups.
An EFA was first performed to get a rough dimensions of the online store attributes and then a CFA was performed to confirm the EFA result. As a result of two steps of factor analysis, six dimensions of online store attributes were identified.: sales promotion, product/site reliability,customer service, product variety, access convenience, visual presentation.
Figure1 shows the result of the hierarchical cluster analysis conducted to define the sub-structure of fashion e-tailers. Twelve online stores were placed into four competitive groups; open market, comprehensive mall, fashion brand specialty stores, and non-brand specialty stores. The respondents perceived open market as an independent competitive group. However, comprehensive mall with on and off-line channel and comprehensive mall with only online channel are likely to belong to a same competitive group, comprehensive mall. At first by expert judgment, Ogage was included in fashion specialty stores, but it is actually perceived as similar to the Soho Mall by respondents, and thereby Ogage and Soho Mall are tied to a same competitive group, non-brand specialty stores. Half Club and Fashion Plus are grouping to fashion brand specialty stores.
As a result of multi-discriminant analysis, the discriminant map was derived from the first two discriminant functions, whose key discriminant variables are respectively product/site credibility and visual presentation shown in table 1.
To depict the degree to which each store attribute is associated with each discriminant function, we draw the line from the center of a graph to the coordinates of each store attribute's discriminant loading. Also the group centroids are obtained by each discriminant function and ploted on discriminant map (see figure 2). The discriminant mapping show considerable separation across the twelve competitive fashion e-tailer stores. Comprehensive mall and fashion brand specialty stores containing seven of twelve online fashion stores are located in the upper left hand quadrant of the map, and they are fairly close together in perceptual space sharing common competitive points, e.g., product/site reliability and customer service. Therefore they show intertype competition as well as intratype competition.
Cross shopping across the competitive groups may be high in the upper left hand quadrant.
Ogage and Soho mall positioned in the lower left hand quadrant offering visual presentation benefts also show both of intratype and intertype competition. Three open markets positioned in the lower right hand quadrant offer similar benefits to customers, e.g., product variety and access convenience. Thus the customers are likely to cross-shop at stores within open markets.
The upper right hand quadrant of the map was underoccupied. While the vacancy generally identifies a market opportunity, it can be also interpreted that sales promotion couldn’t be a particular online store’s competing points because most of online stores is vigorously carrying out promotional activities like price off, couponing, promotion event, etc.
To look into comparative advantage within each competitive group for a little more detail, ANOVA and T-test were conducted. Results show that there are relatively comparative advantage among individual stores within each of three competitive groups, except for fashion brand specialty stores.
From the academic side, the primary contribution of this paper lies in classifying online fashion stores into several types such as open market, comprehensive mall with both of on and off-line channel, comprehensive mall with only online channel, fashion specialty stores, and soho mall. Also, this research defines competitive structure of fashion e-tailer stores based on this classification, which will provide an important theoretical framework helpful for succeeding studies related to online fashion market.
From the managerial side, the results of this research, identifying the competing situation by competitive groups, present strengths and weaknesses of each store type, and offer useful data for ensuring their differentiating points or developing new or niche markets. This competitive structure analysis will provide fashion e-tailers with implications helpful for planning short-term or long-term strategies responding to competitors’ marketing activities.
Finally, based on limitations that the research scope and the methods of data collection have,suggestions for future research are added.

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