International Journal of Costume and Fashion

  • 제15권2호
  • /
  • Pages.19-36
  • /
  • 2015
  • /
  • 2233-9051(pISSN)
  • /
  • 2288-7490(eISSN)
한국복식학회 (The Korean Society of Costume)
권호 표지

The Benefit Segmentation of Outdoor Wear Consumers and Purchasing Behavior

  • Kim, Sang-Mi (Dept. of Fashion Marketing, Graduate School of Konkuk University) ;
  • Won, Myung-Sim (Dept. of Fashion Design, College of Design, Konkuk University) ;
  • Han, Ki-Hyang (Dept. of Fashion Design, College of Design, Konkuk University)
  • 투고 : 2015.11.06
  • 심사 : 2015.12.15
  • 발행 : 2015.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study is to research the purchasing behavior according to the pursuit benefit for outdoor wear and to present a direction to outdoor wear. Questionnaire survey was administered to 533 male and female adults in their 30s to 40s living in Seoul and Gyeonggido from May 1 to 15, 2014. Concerning the statistic treatment for data analysis, SPSS for Window 18.0 was used to carry out frequency analysis, factor analysis, reliability test, cluster analysis, ANOVA and Duncan test as post-test. Benefit was drawn out as 4 elements including 'showing off & brand benefit sought', 'fashion benefits sought', 'functionality benefits sought' and 'economic benefits sought'. Group analysis according to benefit showed that it was materialized to 'multiple benefit sought group', 'unconcern group', 'showing off & brand benefit sought group' and 'utility benefit sought group'. There is an academic significance in that this research found out the level of benefit in purchasing outdoor wear and the difference of purchasing behavior by consumer groups according to benefit. This result might be used efficiently by marketers in outdoor clothing industry in classifying consumers and establishing the marketing strategy to deal with it.

키워드

참고문헌

  1. Ahn, S. J., Yoon, S. W., Lee, M. A., & Koh, A. R. (2013). The effects of mountain climbing motivation and mountain climbing wear benefits sought on clothing usage behavior. Journal of the Korean Society of Clothing and Textile, 37(4), 565-576. https://doi.org/10.5850/JKSCT.2013.37.4.565
  2. Bae, J. M. (2011). A study on development of out-door wear design to respond to the climate and environment:Focus on the design in collections after the year 2000 (Unpublished master's thesis). Chung-Ang University, Seoul.
  3. Brooker, G. (1993). Product perceptions Preferences and knowledge decision in conducting research. Advances in Consumer Research, 20, 229-231. https://doi.org/10.1086/209345
  4. Cho, O. H. (2012). A study on the relationship among experiential marketing of outdoor brand, brand attitude, and purchase intention: Focus on flagship store (Unpublished master's thesis). Kookmin University, Seoul.
  5. Choi, J. W. (2003). A study of the workers life styles of working five days per work and clothing consumption behavior (Unpublished master's thesis). Sookmyung Women's University, Seoul.
  6. Choi, M. H. (2008). The influence of sports sponsorship on sports wear brand equity and purchase intention (Unpublished master's thesis). Kyung Hee University, Seoul.
  7. Engle, R. F., Ito T., & Lin, W. L. (1990). Meteor showers or heat waves? Heteroskedastic intra-daily volatility in the foreign exchange market. Econometrica, 58, 525-542. https://doi.org/10.2307/2938189
  8. Haley, R. I. (1968). Benefit segmentation: A decision oriented research tool. Journal of Marketing, 32(3), 30-35. https://doi.org/10.2307/1249759
  9. Je, E. S. (2012). Study on the clothing selection criteria and purchasing satisfaction according to the outdoor wear benefit. Journal of Fashion Business, 16(4), 1-12.
  10. Jung, M. Y. (2013). The effect of comparative advertising, brand typicality and need for cognition on attitude toward advertising and purchase intention: Focused on outdoor apparel brands (Unpublished master's thesis). Sungkyunkwan University, Seoul.
  11. Kim, I., & Ha, J. S. (2012). A study on design characteristics in outdoor wear. Journal of the Korean Society of Fashion Design, 12(1), 93-109.
  12. Kim, J. E. (2008). A study on clothing benefits sought and clothing purchasing behavior according to social values of male adults (Unpublished master's thesis). Sookmyung Women's University, Seoul.
  13. Kim, J. Y. (2006). A study on market segmentation strategy of fur clothing consumers according to benefits sought (Unpublished master's thesis). Chung-Ang University, Seoul.
  14. Kim, M. S., & Kim, M. S. (2003). The consumers' evaluative criteria of quality on the clothing product. The Research Journal of the Costume Culture, 11(1), 47-65.
  15. Kim, M. Y. (1989). Study on life style types and clothing evaluative criteria (Unpublished doctoral dissertation). Seoul National University, Seoul.
  16. Kim, M. Y., & Rhee, E. Y. (1991). A study on the theoretical framework of clothing evaluative criteria. Journal of the Korean Society of Clothing and Textile, 15(3), 321-334.
  17. Kim, S. Y. (2013). The influence of sports consumer's benefit sought and selection attribute on customer loyalty (Unpublished master's thesis). Kyung Hee University, Seoul.
  18. Kim, Y. S. (2012). Consumers' satisfaction level with the cosmetics after purchase according to perceived risk and information source utilization viewed by the type of distribution channel (Unpublished doctoral dissertation). Kyung Hee University, Seoul.
  19. Ko, H. S. (2005). A study on the tour package choice behavior of Korean outbound tourists by their life-style. Journal of Korea Academic Society of Tourism Management, 19(3), 101-116.
  20. Lee, E. H. (2010). A study on the suitability of outdoor wear among female trekkers in their twenties and thirties. Journal of the Korean Society of Clothing and Textile, 34(9), 1470-1478. https://doi.org/10.5850/JKSCT.2010.34.9.1470
  21. Lee, H. R. (2011). A study on market segmentation by benefits sought by consumers of outdoor items (Unpublished master's thesis). Kyung Hee University, Seoul.
  22. Lee, J. H., & Kim, C. S. (2007). Comparison of the purchase criteria and fashion information sources for the middle-aged and elderly women's fashion markets segmented based on benefits sought. Journal of Family and Environment Research, 45(5), 39-49.
  23. Lee, J. M. (2009, Dec 7). Money making outdoor product sales becomes fashion blue chip. Fashionbiz. Retrieved from http://www.fashionbiz.co.kr/BR/main.asp?cate=2&sty=T&ste=%BE%C6%BF%F4%B5%B5%BE%EE&idx=115251
  24. Lee, S. W. (2007). Study on relationship between well-being lifestyle and benefit to pursue sportswear:Focused on consumers in 20s-30s (Unpublished master's thesis). Sookmyung Women's University, Seoul.
  25. Lee, Y. J. (2012). The use of outdoor wear based on the middle-aged consumer benefits (Unpublished master's thesis). Hanyang University, Seoul.
  26. Lim, J. H. (2009). The effect of title sponsorship on internal customer's corporate image cognition & corporate identification (Unpublished master's thesis). Dankook University, Seoul.
  27. Oh, S. R. (2010). The effect of environmental consciousness and benefit pursued in clothing on selection criteria and purchasing satisfaction of golf wear consumer (Unpublished master's thesis). Chung-Ang University, Seoul.
  28. Park, N. R. (2006). Product evaluation criteria and clothing image related to preferred brand and benefits of apparel product purchaser: Focused on jeans product (Unpublished master's thesis). Hanyang University, Seoul.
  29. Park, S. H. (2013). Effect of the golfing subculture characteristics of golf participants on their social face sensitivity and symbolic consumption propensities (Unpublished doctoral dissertation). Hanyang University, Seoul.
  30. Peter, J. P., & Olson, J. C. (2009). Consumer Behavior (9th ed.). London, England: McGraw-Hill Education
  31. Rhee, J. W. (2009). The benefit segmentation of female golfwear consumers and golfwear buying behavior (Unpublished master's thesis). Konkuk University, Seoul.
  32. Seo, H. S. (2003). Lifestyles and clothes purchasing behaviors of women in their 30s and 40s (Unpublished master's thesis). Seoul Women's University, Seoul
  33. Show the essence of urban outdoor look (2014, Apr 4). Outdoor News. Retrieved from http://www.outdoornews.co.kr/news/articleView.html?idxno=13471
  34. Song, J. H. (2013, Jan 13). Despite domestic sales corrupted, outdoor product sales rockets. The Korea Economic Daily. Retrieved from http://www.hankyung.com/news/app/newsview.php?aid=2013011387431&intype=1
  35. This year outdoor grows to lifestyle expected to be over 8 trillion (2014, Feb 6). Fashion Journal. Retrieved from http://okfashion.co.kr/detail.php?number=31027&thread=81r18
  36. Yeon, B. R. (2005). A study of benefits sought and evaluative criteria of clothing purchase in department and discount store (Unpublished master's thesis). Sungkyunkwan University, Seoul.