中國 男性의 스포츠衣類 購買實態에 關한 硏究

Abstract

The purpose on this study identified the purchasing conditions of Sports wear of the Chinese menresiding in Beijing, Shanghai, Dalian, Tianjin, Harbin and Guangzhou, so that it helped sports wearmanufacturers and retailers offer the basic data. For the study, a questionnaire used as a method ofmeasurement, the 863 Chinese men were selected as a sample, SAS(Statistical Analysis System) programwas used to analyze the data.The results from the study were as follows:1. According to the investigation, the most preferred sports of Chinese men is soccer, as a whole.Swimming, basketball and ping-pong keep rank the next to soccer.2. Accordingly age, area, profession and income, Chinese men maintained sports suit in order oftraining suit, swimming suit, soccer suit, tennis suit. It is found that holding amount of high-qualitysports wears as ski, golf is on a low level.3. It is appeared that Chinese men purchased in good order as follow brand: No-bran, Nike, Lening,Adidas. And except Nike, they purchased more Lening brand than foreign sports brand.4. As the result of researching on the item of sports wear, it is found that they purchased various kinditems in a higher rank 5 brands.5. Sports wears color that Chinese men purchased is blue, white, black, red.6. The purchasing price that Chinese men favored is 200~599RMB. Thus, they expend average perhead for sports suit buying, 486.0RMB.7. Chinese men purchased very often at specialty store. And, coefficient of utilization at the usualmarket is on a low level.8. In purchasing satisfaction, 80 % Chinese men were satisfied with goods(sports wear) that purchasedin a higher rank 5 brands. So, average satisfaction degree showed over 3.8 as a high rate.9. According to the result of satisfaction on Chinese men, 70% Chinese men showed satisfaction.Therefore, the average of satisfaction degree appeared 3.81 as a high rate.