Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Comparative Study on Purchase Behavior of Athleisure Wear by Segmental Market according to Sports and Leisure Participation

스포츠 및 여가 활동 참여동기에 따른 세분시장별 애슬레저 웨어 제품구매행동의 비교연구

  • 김세나 (중앙대학교 디자인학과) ;
  • 오경화 (중앙대학교 디자인학부 패션디자인전공)
  • Received : 2018.09.21
  • Accepted : 2018.11.16
  • Published : 2018.12.31
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Abstract

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

Keywords

References

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