스포츠 관여도에 따른 등산복 소비자의 구매행동 분석 연구 : The Analysis of Outdoor Sportswear Customer's Purchasing Behavior based on the Level of Sport Involvement
The Analysis of Outdoor Sportswear Customer's Purchasing Behavior based on the Level of Sport Involvement
- 주제(키워드) mountaineering involvement , outdoor sportswear , purchasing behaviors , market segmentation
- 발행기관 한국사회체육학회
- 발행년도 2008
- 총서유형 Journal
- UCI G704-000763.2008..34.100
- KCI ID ART001296179
- 본문언어 한국어
초록/요약
The purpose of this study was to provide basic information of STP strategies through analysis on consumer behaviors of outdoor sportswear based on the level of sport involvement. Using the convenient sampling method, survey data were collected from 463 respondents who participated in 4 mountains located in Seoul. With the collected data, Cross table analysis and Khai square analysis have been applied to research the differences for purchasing the outdoor sportswear and ‘one-way ANOVA’ has been applied to research the differences in purchasing decision factors, re-purchasing intent among 3 groups. As a result, the following conclusions were drawn ; First, there were significantly differences in preferring brand, information sources, purchasing place. Second, the differences of purchasing decision factors were significantly showed. Third, the difference of repurchasing intent also was significantly showed.
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