트레킹 워킹 의류 소비자의 구매 선택 기준이 구매 만족도 및 재구매의도에 미치는 영향
The Effect of Trekking Walking Clothing Consumers' Selection Criteria on Purchasing Satisfaction and Repurchasing Intention
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This study set out to examine the purchase behavior of trekking walking clothing consumers in order to uncover the relationship amongst purchase selection criteria, purchase satisfaction and intent to repurchase. The purpose was to provide a basis for product development and the establishment of marketing strategies through an understanding of the needs of trekking consumers as indicated by differences in purchase behaviors observed through various demographic indicators. The responses of three-hundred subjects who had purchased trekking garments before were analyzed. The data were analyzed using SPSS 17.0 program, employing various statistical techniques including frequency, factor, reliability, multiple regression and crosstab analysis. The results of the study could be summarized as follows. First, as for the purchase categories, the consumers most frequently purchased jackets and as for the purchase locations, the consumers frequented the sports, outdoor wear outlets, gathering information from displays in the shop. Durability was the most valued quality of trekking garments. Second, the findings showed that for purchase satisfaction, utilitarian concerns and trend-based criteria were both found to be relevant factors; however, only practical concerns had an impact on the satisfaction as related to quality and service. In addition, the analysis showed that the purchase satisfaction for the trekking garments affected the consumers’ repurchase intention. It was found that the product satisfaction & trends, quality and service were all factors which influenced repurchase intention. Third, as for the frequency of purchasing trekking garments, a difference was observed between groups based on age and their preferences for specific clothing brands. Differences were also found between the groups based on marital status and age. As for the source of information on the clothing, men and women both found information from store displays; however, men demonstrated a high tendency to collect information through the Internet. Based on the results from this study, when design factors are considered along with the functionality when developing garments for trekking, consumers are more likely to be satisfied with the product
Abstract
This study set out to examine the purchase behavior of trekking walking clothing consumers in order to uncover the relationship amongst purchase selection criteria, purchase satisfaction and intent to repurchase. The purpose was to provide a basis for product development and the establishment of marketing strategies through an understanding of the needs of trekking consumers as indicated by differences in purchase behaviors observed through various demographic indicators. The responses of three-hundred subjects who had purchased trekking garments before were analyzed. The data were analyzed using SPSS 17.0 program, employing various statistical techniques including frequency, factor, reliability, multiple regression and crosstab analysis. The results of the study could be summarized as follows. First, as for the purchase categories, the consumers most frequently purchased jackets and as for the purchase locations, the consumers frequented the sports, outdoor wear outlets, gathering information from displays in the shop. Durability was the most valued quality of trekking garments. Second, the findings showed that for purchase satisfaction, utilitarian concerns and trend-based criteria were both found to be relevant factors; however, only practical concerns had an impact on the satisfaction as related to quality and service. In addition, the analysis showed that the purchase satisfaction for the trekking garments affected the consumers’ repurchase intention. It was found that the product satisfaction & trends, quality and service were all factors which influenced repurchase intention. Third, as for the frequency of purchasing trekking garments, a difference was observed between groups based on age and their preferences for specific clothing brands. Differences were also found between the groups based on marital status and age. As for the source of information on the clothing, men and women both found information from store displays; however, men demonstrated a high tendency to collect information through the Internet. Based on the results from this study, when design factors are considered along with the functionality when developing garments for trekking, consumers are more likely to be satisfied with the product
참고문헌 (47)
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