스포츠 웨어 브랜드의 콜라보레이션, 원산지, 유행관여도가 중국소비자의 호의도에 미치는 영향
The Effects of Collaboration, Brand Origin, and Fashion Involvement of Sportswear Brands on Preference of Chinese Consumers
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The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.
Abstract
The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.
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