Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Effect of Chinese Consumers' Lifestyle on Pursuing Benefits and Purchase Intention for Athleisure Wear

중국 소비자의 라이프스타일이 애슬레저웨어 추구혜택과 구매의도에 미치는 영향

  • Fenrong Zhang (Fashion Major, Dept. of Design, Graduate School, Chung-Ang University) ;
  • Kyung Wha Oh (Fashion major, School of Design, Chung-Ang University)
  • 장분용 (중앙대학교 대학원 패션학과) ;
  • 오경화 (중앙대학교 디자인학부 패션전공)
  • Received : 2022.12.07
  • Accepted : 2023.01.27
  • Published : 2023.02.28
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Abstract

This study examines the effects of Chinese consumers' lifestyles on pursuing the benefits and purchase intentions for athleisure wear. Chinese female consumers aged 20 to 40 in Shanghai and Chengdu, who have purchased athleisure wear were selected for a survey, and 510 questionnaires were collected. Data was analyzed using SPSS 26.0 software. Factor analysis, reliability verification, regression analysis, and discrete analysis were performed. As a result, Chinese consumers' lifestyles were classified into three categories: 'personality orientation', 'show-off orientation', and 'health orientation'. There were four benefits: 'situation pursuit', 'practicality pursuit', 'fashion style pursuit', and 'appearance pursuit' for athleisure wear. Among the lifestyle types of Chinese consumers, "individuality-oriented" showed a positive effect on "pursuit of practicality", "pursuit of situation", "pursuit of fashion style", and "pursuit of appearance" among the benefits of pursuing athleisure wear. Next, among lifestyle types, 'show-off orientation' showed a positive effect on 'individuality' and 'appearance pursuit'. Finally, among lifestyle types, 'health-oriented' showed a positive effect on 'pursuit of practicality' and 'pursuit of appearance'. On the other hand, Chinese consumers' lifestyle types of "show-off," "health-oriented," and "individuality-oriented" all exhibited a significant impact on their purchase intention for athleisure wear. According to age groups and location, there is no significant difference in terms of 'lifestyle', 'athleisure wear pursuit benefits' and 'purchase intention'. Compared married women and unmarried women, it was found that unmarried women value their health and leisure, while those with a lower their educational background, considered the lifestyle of "individuality-oriented" and "show-off-oriented", as well as "situation-pursuit", "practicality", and "fashion style pursuit".

Keywords

Acknowledgement

이 논문은 2021년도 중앙대학교 연구장학기금 지원에 의한 것임.

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