Apparel consumers' body type and their shopping characteristics

Purpose – The purpose of this paper is to identify the relationships between consumers' body types and characteristics such as shopping orientation, past experience with fit problems, attitudes toward internet shopping and attitudes toward 3‐D body scanning. Design/methodology/approach – This study collected body data from 441 Korean females who participated in 3‐D body scanning. Using a hierarchical cluster analysis, the body scanning identified five body types. Then body types and shopping characteristics variables were analyzed. Findings – Slim respondents showed significantly higher hedonic shopping orientation and their attitude to internet shopping was positive, since they evaluated using the internet as being “fun”. By contrast, respondents with larger body types considered the convenience of internet shopping to be the most important feature. Respondents, regardless of their body types, regarded 3‐D body scanning as an enjoyable, futuristic and interesting experience. Moreover, respondents showed a high inclination to spend more money for customization services which utilize the 3‐D scanning technique. Originality/value – This study analyzed Korean females' body shapes using 3‐D scanned body measurements. This study can contribute to integrate knowledge in the body measurement sector and the consumer behavior sector.