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http://dx.doi.org/10.7741/rjcc.2012.20.4.500

A Study on Sportswear Brand Loyalty and Purchase Behaviors according to Lifestyles of 20's Single Women  

Suh, Hae-Seung (Dept. of Clothing Science, Seoul Women's University)
Shin, Su-Yun (Dept. of Clothing Science, Seoul Women's University)
Publication Information
The Research Journal of the Costume Culture / v.20, no.4, 2012 , pp. 500-514 More about this Journal
Abstract
The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.
Keywords
20's unmarried women; brand loyalty; lifestyle; purchase behaviors; sportswear;
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