스포츠웨어에 대한 소비자의 관여도, 기능성 만족도 및 재구매의도에 관한 연구- 스포츠 참여동기를 중심으로 -
Sportswear customers’ level of involvement, satisfaction with functionality, and repurchase intentions - A review of sports participation motives -
0
조회
0
다운로드
15
인용
0
참고문헌
키워드
초록
This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers’ repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers’ repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.
Abstract
This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers’ repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers’ repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.
참고문헌 (60)
- Ahn, K. H., "Fashion marketing" (1999), Su-hak-sa
- Cho, A. R., "A study on consumer apparel buying behavior base on fashion trend immersion", master, pp.1987
- Cho, E. J., "Brand extension related to consumers'brand involvement and apparel product knowledge", master, pp.2002
- Cho, K. S., "Up-to-date textile material" (2004), Sigma Press
- 조용찬, "프로축구 서포터즈의 관여도와 팀몰입이 재관람의도 및 라이센싱제품 구매의도에 미치는 영향", 한국스포츠산업경영학회지, 11(4), pp.249~260 (2006), 한국스포츠산업경영학회
- Choi, J. H., "Evaluation on sportswear functions-focusing on biological reaction", Textiles Technology and Industry, 7(4), pp.447~456 (2003)
- 정인희, "웰빙 라이프스타일과 기능성 섬유에 대한 지식이 고기능성 스포츠레저웨어의 중요도 지각에 미치는 영향", 한국의류학회지, 33(9), pp.1495~1505 (2009), 한국의류학회
- Hallowell, R., "The relationship of customer satisfaction, customer loyalty and profitability : An empirical study", International Journal of Service Industries Management, 7(4), pp.27~42 (1996)
- 한규훈, "소비자특성이 스포츠 이벤트 마케팅에 대한 태도에 미치는 영향", 한국광고홍보학보, 10(2), pp.124~149 (2008), 한국광고홍보학회
- "Analysis of Korean apparel market and future forcast" (2009)[URL]
- 허철무, "골프소비자의 스포츠 관여도와 인식이 스폰서 기업의 브랜드 충성도, 기업태도, 구매의도에 미치는 효과", 한국사회체육학회지, 53(53), pp.131~142 (2013), 한국사회체육학회
- 황춘섭, "소비자의 스포츠 관여도가 스포츠 스폰서십에 대한 태도와 스포츠웨어 브랜드 자산 및 구매의도에 미치는 영향", 복식문화연구, 21(6), pp.921~937 (2013), 복식문화학회[DOI]
- Hwang, M. S., "Study on participation and life satisfaction of adults in sport activities", master, pp.2004
- Jeong, Y. H., "Brand preference and selection criteria on the sportswear of secondary students", master, pp.2008
- Jung, Y. K., "Relationship of sports motivation, sports immersion, and leisure satisfaction", Korean Society of Sports Psychology, 9(1), pp.233~245 (1998)
- Kang, H. J., "Modern sport management" (2003), Hakhyunsa
- Kang, J. J., "Non-stop blue ocean, outdoor, sports, golf. Fashion Clue", pp.12~16 (2010), Korea Fashion & Textile News
- Kim, C. H., "The effect of the leisure sports motivation, self-efficacy and sport commitment on the satisfaction with function and repurchase intention of the leisure sportswear", doctor, pp.2011
- 김중현, "스포츠 관여유형에 따른 스포츠 스폰서십 인식과 구매의도와의 구조관계", 한국체육과학회지, 21(1), pp.511~525 (2012), 한국체육과학회
- 김진국, "스포츠 관여도에 따른 등산복 소비자의 구매행동 분석 연구", 한국사회체육학회지, 34(34), pp.163~176 (2008), 한국사회체육학회
- 김민섭, "아동의 방과후 체육활동이 친사회적 행동에 미치는 영향", 한국체육학회지, 43(6), pp.105~114 (2004), 한국체육학회
- Kim, S. D., "The factors involved of purchasing sports equipments for leisure in the university students according to their incomes", Korean Journal of Physical Education, 39(3), pp.798~811 (2000)
- Kim, S. R., "A study on garment material" (2000), Kyumunsa
- Kim, Y. J., "Study of sports ware purchasing character and re-purchase on students in university life style", master, pp.2009
- 김영미, "아동의 운동참가와 인터넷 중독 및 친구관계", 한국체육학회지, 44(5), pp.205~216 (2005), 한국체육학회
- 김용숙, "스포츠 참여 동기에 따른 고기능성 스포츠웨어의 요구 및 구매의도", 한국생활과학회지, 22(1), pp.141~155 (2013), 한국생활과학회
- Koplan, J. P., "An epidemiologic study of the benefits and risks of running", Journal of the American Medical Association, 24(8), pp.3118~3121 (1982)
- Korea Fashion Association, "Korea fashion market trend 2010", 2010SS KFI Research Analysis & 2010 FW Market Forcasting, ~ (2010)
- Krugmen, H. E., "The impact of television advertising:Learning without involvement" (1965), Public Opinion Quarterly
- Kwon, B. J., "Relationship between motivation and self-esteem of association runners", master, pp.2003
- Kwon, O. K., "High functional fiber and sportswear", Journal of Korean Society of Clothing Industry, 4(5), pp.421~431 (2002)
- Kwon, O. K., "Fashion and sense science" (2000), Kyumunsa
- Lee, E. H., "Development of outdoor wear to be wearable as townwear: For women of their 20s and 30s", doctor, pp.2010
- Lee, E. S., "Study on the characteristics for fashion brand identity and development-focusing on the active sport wear brands", master, pp.2003
- Lee, J. W., "Types of apparel brand extensions and empirically tested leverage effects", master, pp.2000
- Lee, K. H., "Exercise movement & sports psychology" (2005), Dae-han Media
- Lee, S. J., "Comparative analysis on the relationship between sportswear shoppers’ perceived service quality and customer satisfaction", trust, doctor, pp.Chonnam National University[DOI]
- 이선영, "아웃도어 스포츠웨어용 기능성 소재의 요구도 및 감성구조", 한국섬유공학회지, 47(3), pp.163~172 (2010), 한국섬유공학회
- Lim, E. S., "New material's a tendency for active sportswear", master, pp.2003
- A study on development of functional fabric planning technology suitable for well-being trend, "Ministry of Commerce", ~ (2006)
- Survey on citizens’ sports participation, "Ministry of Culture, Sports and Tourism", ~ (2012)
- Mok, J. K., "The effect of participatory motives of those who like bowling on their leisure satisfaction", master, pp.2011
- Nam, S. Y., "Shopping orientation in men’s formal wear and consumer’s clothing satisfaction: focused on functional material", master, pp.2003
- 오리공, "기능성 골프웨어의 소비자 이용실태", 한국의류산업학회지, 12(2), pp.179~187 (2010), 한국의류산업학회
- Oh, Y. S., "Relationship for sports brand identity and re-purchase", doctor, pp.2008
- 박현정, "스포츠 참여동기가 스포츠 관여도와 관람", 시청 소비행동에 미치는 영향, 2010, pp.15(2), 123~139[DOI]
- Park, K. L., "The factor of the sports wear purchasing behavior", master, pp.2000
- 이영주, "아웃도어 스포츠웨어 구매행동에 관한 질적 연구-기능성 인지수준과 추구 혜택을 중심으로-", 복식문화연구, 19(5), pp.1088~1101 (2011), 복식문화학회
- Sherif, M., "The psychology of ego involvement, social attitude and identifications" (1947), John Wiley & Sons, Inc
- Song, S. J., "The trend of textile goods related to well-being phenomenon", Polymer Science and Technology, 16(5), pp.613~618 (2005)
- Report on sports, leisure wear firm, "consumer research", Sports Leisure Textile Research Center, 2006
- 성희원, "아웃도어 스포츠의류 브랜드의 상품기획 현황 분석", 한국의류학회지, 35(3), pp.243~253 (2011), 한국의류학회
- 성희원, "아웃도어 스포츠 의류 구매행동 연구: 스포츠 유형과 스포츠 참여동기를 중심으로", 한국생활과학회지, 21(2), pp.315~330 (2012), 한국생활과학회[DOI]
- 성희원, "자외선 차단 의복에 대한 소비자 조사- 아웃도어 스포츠웨어를 중심으로 -", 한국의류학회지, 29(8), pp.1136~1145 (2005), 한국의류학회
- 양재근, "대학 교양체육의 재밋거리와 여가만족 및 운동지속의사의 관계", 한국체육과학회지, 16(1), pp.17~27 (2007), 한국체육과학회
- Yu, J., "Integrated model of sports motivation theory" (1994), Park-young-sa
- 신승호, "프로스포츠팀 관여도에 대한 비교연구", 한국스포츠산업경영학회지, 7(2), pp.177~12 (2002), 한국스포츠산업경영학회
- Shank, M. D., "Sports marketing: A strategic perspective" (2004), Prentice Hall
- 박현권, "스포츠관여도와 스포츠제품의 브랜드 인지, 지각된 품질 및 충성도간의 관계 ― 대학생을 중심으로 ―", 한국사회체육학회지, 37(37), pp.379~387 (2009), 한국사회체육학회
- Zaichkowsky, J. L., "Measuring the involvement construct", Journal of Consumer Research, 12, pp.342~359 (1985)