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20대 미혼 여성의 라이프스타일에 따른 스포츠웨어 상표충성도와 구매행동에 관한 연구

A Study on Sportswear Brand Loyalty and Purchase Behaviors according to Lifestyles of 20's Single Women

신수연|서혜승
복식문화학회 (The Costume Culture Association)|2012.08|복식문화연구 (The Research Journal of the Costume Culture)|제20권 제4호|pp. 500-514|DOI 10.29049/rjcc.2012.20.4.500

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참고문헌

키워드

lifestyle(라이프스타일)sportswear(스포츠웨어)20's unmarried women(20대 미혼 여성)brand loyalty(상표충성도)purchase behaviors(구매행동)
주제분류생활과학

초록

The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, ANOVA, χ2-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.

Abstract

The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, ANOVA, χ2-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.

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