International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

The Structural Relationship among Selection Attributes, Consumption Value Brand Attitude, Fun, Brand Loyalty and Quality of Life in Athleisure

  • Received : 2021.05.11
  • Accepted : 2021.05.16
  • Published : 2021.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the relationship among selection attributes, consumption value brand attitude, fun, brand loyalty and quality of life. The subjects of the empirical study were selected by the Korea Fashion Industry Research Institute using the convention sampling method and the quota sampling method for 241 consumers who have purchased brands classified as "athleisure" within the past year For each variable constructed to verify reliability and validity of the measurement model, reliability tests using Cronbach' alpha were performed using IBM SPSS Win Ver. 23.0. To verify the unidimensionality of the measurements, we conducted a confirmatory factor analysis using AMOS 22.0 and a structural equation model to determine the structural relationship between variables. As a result of the study, First, both intrinsic and extrinsic attributes, which are sub-factors of selection attributes, have been shown to have a significant effect on consumption value. Second, consumption value has been shown to have a significant impact on brand attitude and fun. Third, brand attitudes have been shown to have a significant impact on brand loyalty. Finally, fun has been shown to have a significant impact on quality of life.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2019S1A5B5A07093800)

References

  1. M. S. Kim, "The Influence of Competition Factors of a Fitness Center on Customer Satisfaction, Conversion Barriers and Intention to Reuse: Comparison of Fitness Center and Personal Training," Unpublished doctor's dissertation. Graduate School of Pusan National University, Pusan, Korea, Aug 2018.
  2. Y. J. Choi, "The Analysis of Causal Model of Relationship Marketing in the Commercial Sports Center," Unpublished doctor's dissertation. Graduate School of Chung-Ang University, Seoul, Korea, Feb 2007.
  3. K. Y. Lee, "A Study on Athleisure Look in Current Fashion," The Journal of Korean Society of Design Culture, Vol. 24, No. 1, pp. 443-453, Mar 2018. DOI : 10.18208/ksdc.2018.24.1.443
  4. Y. J. Yoo, (2019. 2. 15). "Chanel of Yoga Clothes Lululemon, Lotte Department Store headquarters...First department store sales in Korea," Chosunbiz, Retrieved 2019. 2. 10. from .http://biz.chosun.com/site/data/html_dir/2019/02/15/2019021501681.html?utm_source=bigkinds&utm_medium=original&utm_campaign=biz
  5. S. B. Lee, (2018. 7. 5). "Na Eun Son, the Goddess of Nangnidas Leggings, Resigned with Adidas," MBC SPORTSPLUS NEWS. Retrieved 2019. 2. 10. From http://www.mbcsportsplus.com/news/?mode=view&cate=&b_idx=99891960.000#07D0
  6. S. Kober and C. Reagan, (2014. 8. 8). "Athleisure Trend Spells Death of Denim," CNBC. Retrieved 2016. 4. 13. from http://cnbc.com
  7. Y. Kim, "Athleisure fashion design applied Laszlo Moholy-Nagy's paintings," Unpublished Master's dissertation. Graduate School Hanyang University, Seoul, Korea, Feb 2019.
  8. J. H. Park and Y. Lee, "Characteristics of the Ahleisure Look in the Alexander Wang's collection," The Research Journal of the Costume Culture, Vol. 25, No. 6, pp. 862-879, Dec2017. DOI : http://dx.doi.org/10.29049/rjcc.2017.25.6.862
  9. D. A. Lee, "Development of anAthleisureBike SportsWear Design forAppropriateCity SportsActivities," Unpublished Doctor's dissertation. Graduate School Hanyang University, Seoul, Korea, Feb 2016.
  10. H. L. Kim, "Priority Order Evaluation of Selection Attributes of the Ski Resort Through AHP," Korean journal of physical education, Vol. 50, No. 5, pp. 195-208, Sep 2011.
  11. G. Yang and J. H. Kang, "The Positioning by Choice Attributes of the Ski Resort Users," Korean journal of physical education, Vol. 51, No. 1, pp. 249-260, Jan 2012.
  12. C. L. Brown and G. S. Carpenter, "Why is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice," Journal of Consumer Research, Vol. 26, No. 4, pp. 372-385, Mar 2000. DOI : https://doi.org/10.1086/209569
  13. S. J. Kim and H. J. Kim, "The impact of Consumption Value on the Attitude toward Luxury Bbrand's Real Goods and Counterfeiting," Journal of Consumption Culture, Vol. 14, No. 4, pp. 129-142, Dec 2013.
  14. Y. K. Han, "The Impact of Jewelry Brand Personality on Brand Attitude with a focus on Semiotic Value and Consumption Value," Unpublished Doctor's dissertation. Service Business School Kyounggi University, Seoul, Korea, Feb 2018.
  15. R. Y. Jeong, "The Effects of Airline Mobile App Users' Experiential Values and Fun on Reuse Intention to Apps," Journal of Tourism Management Research, Vol. 23, No. 5, pp. 81-98, Sep 2019. DOI : 10.18604/tmro.2019.23.4
  16. S. K. Lee, "A Study on Affecting Factor-Construction between the Local Residents Collective Efficacy and Perception of the Local Brand Image, Attitude, and Loyalty," Journal of the Korean Regional Development Association, Vol. 22, No. 2, pp. 163-184, Jun 2010. https://doi.org/10.35175/KRS.2021.22.1.163
  17. A. Chaudhuri, "Does brand loyalty mediate brand equity outcomes? ," Journal of Marketing Theory & Practice, Vol. 7, No. 2, pp. 136-146, Apr 1999. https://doi.org/10.1080/10696679.1999.11501835
  18. Y. S. Kim, "The Influence of Event Motivation on Optimal Experience and Quality of Life," Unpublished Doctor's dissertation. Graduate School Kyounggi University, Suwon, Korea, Feb 2013.
  19. K. S. Kim, "AMOS 18.0 structure equation model analysis," Hannarae Publishing, 2010.
  20. J. P. Woo, "Concepts and Understandings of Structural Equation Models: Amos 4.0-20.0 Common," Hannarae Publishing, 2012.
  21. J. C. Nunnally and I. H. Bernstein, "Psychometric theory," McGraw-Hill. 1994.