Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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Consumers' needs and purchase intention of high functional sportswear according to sport participation motivations

스포츠 참여 동기에 따른 고기능성 스포츠웨어의 요구 및 구매의도

  • Kim, Yongsook (Dept. of Clothing & Textiles, Research Institute of Human Ecology, Chonbuk National University)
  • 김용숙 (전북대학교 의류학과.인간생활과학연구소)
  • Received : 2012.08.30
  • Accepted : 2013.01.18
  • Published : 2013.02.28
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Abstract

The purpose of this study is to identify consumers' needs and purchase intention of high-functional sportswear according to sports participation motivations. Internet survey was done for data collection and the subjects were 300 consumers in their 20-39's who participated in sport activities at least once a week. Factors of sport participation motivations were ostentation, social interaction, self development, mental health, and physical health. Consumers were segmented into the motivation retard group, the multi-purpose pursuit group, the health pursuit group, and the extrinsic motivation pursuit group. And factors of consumers' needs for high-functional sportswear were practicality and comfort function, body protection and physical function, and skin protection and health function. The multi-purpose pursuit group showed strong needs for active and comfort, body protection and physical function, and skin protection and health function but the motivation retard group showed the lowest needs for high functional sportswear. Purchase experiences of high-functional sportswear, accomplishment, and duration period of sport activity affected positively on the purchase intention of high-functional sportswear.

Keywords

References

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