패스트 패션의 가치가 몰입과 재구매 의도에 미치는 영향

Recently the fashion industry in the global fast fashion brands entering the country, continuing a rapid growth. Fast fashion is that needs of customers through continuous monitoring and rapid manufacturing systems to reflect the latest trends of the small quantity batch production through rapid product driven business model. In this study, Cachon and Swinney (2009) proposed fast fashion value that was included rapid production and enhanced designs, analyzed the impact on of commitment and repurchase intentions were associated with customer's purchasing behavior. A survey was based on woman in her twenties with living in the Busan and having fast fashion purchase experiences. The empirical results of rapid production and enhanced design ware affected significantly commitment and repurchase intentions respectively. And commitment was affected significantly repurchase intentions. As additional analysis, indirect effects that rapid production impact on commitment and repurchase intentions, enhanced designs on commitment and repurchase intentions showed significant. The contributions of this study, proposed the practical significance is that provides the importance of the fast fashion value and the basis for strategic planning to fast fashion process for companies that want to switch.