Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

Exploring On-line Consumption Tendency of Sports 4.0 Market Consumer: Focused on Sports Goods Consumption by Generation of Working Age Population

스포츠 4.0 시장 소비자의 온라인 소비성향 탐색: 생산 가능인구의 세대별 스포츠 용품 소비를 중심으로

  • Jin-Ho Shin (School of Leisure Sports, Seowon University)
  • 신진호 (서원대학교 레저스포츠학부)
  • Received : 2023.01.31
  • Accepted : 2023.02.21
  • Published : 2023.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study sought to explore the online consumption propensity of sports goods by generation of the productive population and to provide basic data to predict the future consumption market by segmenting online consumers in the sports 4.0 market. Therefore, this survey was conducted on those who consumed sports goods among the generation-specific groups (Generation Y and above, Z) of the productive population, and a total of 478 people's data were applied to the final analysis. Data processing was conducted with SPSS statistics (ver.21.0), frequency analysis, exploratory factor analysis, correlation analysis of re-examination reliability, reliability analysis, and decision tree analysis. According to the online consumption propensity of sports goods by generation of the productive population, there is a high probability of being classified as Generation Z group if the factors of leisure, joy, and environment are high. In addition, the classification accuracy of such a model was 69.7%.

본 연구는 생산 가능인구의 세대별 스포츠 용품 온라인 소비성향을 탐색하고, 스포츠 4.0 시장의 온라인 소비자를 세분화하여 미래의 소비 시장을 예측하기 위한 기초자료를 제공하고자 했다. 따라서 생산 가능인구의 세대별 집단(Y세대 이상, Z세대) 중 스포츠 용품을 소비한 경험자를 대상으로 본 조사를 실시했으며, 총 478명의 자료를 최종 분석에 적용했다. 자료처리는 SPSS statistics(ver. 21.0)으로 빈도분석, 탐색적 요인분석, 재검사 신뢰도의 상관관계 분석, 신뢰도 분석, 의사결정 나무 분석을 실시했다. 생산 가능인구의 세대별에 따른 스포츠 용품 온라인 소비성향 탐색결과, 여유, 즐거움, 자아 상징, 가격 요인이 높을 경우와 자아 상징, 기능, 환경 친화 요인이 낮을 경우 Z세대 집단으로 분류될 확률이 크게 나타났으며, 여유 요인이 낮고, 자아 상징 요인이 높을 경우와 즐거운 요인이 낮고, 연대적 소비 요인이 높을 경우 Y세대 이상 집단으로 분류될 확률이 크게 나타났다. 또한 이와 같은 모형의 분류 정확도는 69.7%로 나타났다.

Keywords

Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5B5A17089644)

References

  1. J. W. Jang, The completion of agile management depends on leadership, https://www.hbrkorea.com, (May-June, 2020).
  2. D. Y. Shin, The era of 'k management 2.0' is always creative innovation without boundaries, Dong-A business review, https://dbr.donga.com, (March, 2020).
  3. K. S. Moon, Sports marketing 4.0: fourth vision of the fourth industrial revolution. Pakyoungsa. (2018).
  4. J. H. Shin, "The development of sport leisure industry goods brand 3i model for marketing 3.0 era", Journal of the korean data analysis society, Vol.20, No.2, pp. 961-971, (2018). https://doi.org/10.37727/jkdas.2018.20.2.961
  5. K. S. Moon, "The significance of 100th Korean national sports festival and a plan introduction for sports business", The korea journal of sports science, Vol.28, No.6, pp. 653-670, (2019). https://doi.org/10.35159/kjss.2019.12.28.6.653
  6. P, Kotler, H, Kartajaya, I, Setiawan, MARKETING 3.0: from products to customers to the human sprint. John Wiley & Sons, Inc. (2010).
  7. P, Kotler, H, Kartajaya, I, Setiawan, MARKETING 4.0: Moving from traditional to digital. John Wiley & Sons, Inc. (2017).
  8. C. A. Quan, K. M. Cho, J. H. Oh, "Market segmentation of sporting goods SNS users through characteristics, involvement and electronic word of mouth: focusing on FILA weibo", Korean journal of sport management, Vol.24, No.6, pp. 15-32, (2019).
  9. Brand watch, The 2017 brand visibility report. (2018).
  10. J. H. Shin, C. H. Choi, "Effect of sales promotion type stimulating consumption want of generation Z : targeted by soccer goods brand of online market", The korean journal of sport, Vol.17, No.1, pp. 319-328, (2019). https://doi.org/10.35159/kjss.2019.06.28.3.319
  11. J. H. Shin, Y. S. Lim, J. S. Kim, "Exploring sport consumption style of generation Z that the 4th industrial revolution paid attention to: applying decision tree analysis based on data mining", journal of the Korean Applied Science and Technology, Vol.37, No.5, pp. 1208-1221, (2020).
  12. Hyundai Research Institute, Top 10 trends in Korea in 2018. economic commentary for the creation of a new economic system. Hyundai Research Institute. (2018).
  13. S. B. Berkup, "Working with Generations X and Y in Generation Z period: management of different generations in business life", Mediterranean Journal of Social Sciences, Vol.5, No.19, pp. 218-229, (2014).
  14. C. H. Jung, Get future customers gen Z intensive exploration, Hankyung business, http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=050&aid=0000047729, (May, 28, 2018).
  15. J. J. Kang, The two images of generation Z and the fourth industrial revolution, Kyeong Gi Ilbo, http://www.kyeonggi.com/?mod=news&act=articleView&idxno=1456808. (March, 21, 2018).
  16. H. N. Choi, New marketing principles that learn from big hit influencers if it's fun to advertise openly, Dong-A business review, https://dbr.donga.com, (September, 2018).
  17. Statistics Korea, Statistical standard terminology and indicators". dictionary view, Statistics Korea, http://kostat.go.kr/understand/info/info_lge/1/detail_lang.action?bmode=detail_lang&cd=SL4470, (2020).
  18. H. S. Chang, K. O. Kim, "Developing standards for measuring consumption style and analysis of characteristics", Journal of korean home management association, Vol.27, No.2, pp. 11-28, (2009).
  19. U. Akturan, N. Tezcan, A. Vignolles, "Segmenting young adults through their consumption styles: a cross-cultural study", Young Consumers, Vol.12, No.4, pp. 348-360, (2011). https://doi.org/10.1108/17473611111185896
  20. L. Uusitalo, "Environmental impact of changes in consumption styles", Journal of Macromarketing, Vol.2, No.2, pp. 16-30, (1982). https://doi.org/10.1177/027614678200200203
  21. M. J. Koo, R. D. Kim, S. Y. Kim, J. Y. Rha, J. S. Yeo, H. C. Choe, "Measuring and mapping consumption", Journal of consumer studies, Vol.26, No.6, pp. 235-266, (2015).
  22. H. J. Oh, "Examining the relationship between shopping style and consumption value of apparel products", Family and environment research, Vol.48, No.1, pp. 27-40, (2010). https://doi.org/10.6115/khea.2010.48.1.027
  23. S. J. Moon, Y. H. Lee, H. J. Cheon, "The study on typology of internet shopping style in internet shopping mall users", Family and environment research, Vol.43, No.9, pp. 1-13, (2005).
  24. Y. M. Lee, K. A. Park, "Sales promotion orientation and shopping styles: a typological approach for consumer segmentation", Journal of the korean society of clothing and textiles, Vol.27, No.6, pp. 654-664, (2003).
  25. Y. S. Kim, Kids these days, Adults these days. Book21. (2019).
  26. J. H. Shin, "Verification of effectiveness of influencer who promote consumption of sports goods in generation Z: applying the bootstrap-based BC method", Journal of Next-generation Convergence Information Services Technology, Vol.11, No.1, pp. 33-43, (2022). https://doi.org/10.29056/jncist.2022.02.04