The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of consumers' sense of community regarding outdoor brand on behavioral commitment, purchasing satisfaction, and repurchasing intention

아웃도어 브랜드에 대한 소비자의 공동체의식이 행위적 몰입, 구매만족도 및 재구매의도에 미치는 영향

  • 장은정 (중앙대학교 대학원 패션예술학과) ;
  • 안인숙 (중앙대학교 예술대학 패션디자인전공) ;
  • 이은진 (중앙대학교 예술대학 패션디자인전공)
  • Received : 2015.09.08
  • Accepted : 2015.10.26
  • Published : 2015.10.31
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Abstract

This study analyzed the effects of consumers'sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers'consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers'sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers'sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers'behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers'sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers'sense of community with sustainable management activities that save the environment and local community.

Keywords

References

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