확장된 계획행동이론을 통한 애슬레저 의류 구매결정요인에 관한 연구
Analyzing Key Factor influencing The Purchase intention of Athleisure-wear using the Extended Theory of Planned Behavior
- 주제(키워드) athleisure-wear , purchase intention , extended theory of planned behavior
- 발행기관 한국사회체육학회
- 발행년도 2021
- 총서유형 Journal
- DOI http://dx.doi.org/10.51979/KSSLS.2021.07.85.93
- KCI ID ART002743710
- 본문언어 한국어
초록/요약
Purpose: The purpose of this study is to find determinants of consumer’s decision to purchase athleisure-wear. To do so, the study applied the extended theory of planned behavior. Method: The subjects of this study were 244 people purchasing athleisure-wear. This study used exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis and multiple regression analysis. Results: The results of this study are as follows. 1) Hypothesis 1, there was a structural relationship between attitude towards athleisure-wear and purchase intention. 2) Hypothesis 2 and 3 were rejected. 3) Hypothesis 4, there was a structural relationship between consumer lifestyle and attitude towards athleisure-wear. 4) Hypothesis 5, there was a structural relationship between past purchase behavior and attitude towards athleisure-wear. Conclusion: In summary, the findings in this study confirm that key factors influence the purchase intention of athleisure-wear. Therefore, Based on these key factors, marketing for consumers who purchase athleisure-wear needs to be considered.
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