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http://dx.doi.org/10.5850/JKSCT.2015.39.1.77

The Study of Dependence on Sportswear and the Effects of Wearing Sportswear  

Park, Soozin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Ahn, Minyoung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.39, no.1, 2015 , pp. 77-90 More about this Journal
Abstract
When enjoying sports activities with friends or others, sportswear has symbolic meanings to express and expect self-concept. Sports players sometimes have trouble when they feel embarrassed by their low skills or care about other people too much. Therefore, researchers tried to find out which feature of sports players affects dependence on brand sportswear along with the effect of wearing conspicuous sportswear on wearer when sports players have a conflict based on Solomon's symbolic interactionism. We proposed that role knowledge and attention to social comparison information (ATSCI) influenced people to depend on and use brand sportswear that influences a reflexive evaluation. Finally, we suggested that a changed self-concept would exert influence commitment to sports. A quantitative study was conducted employing an online survey of 121 people by convenient sampling. In this process, Google Docs was to create the online survey and to collect responses by participants. In data processing, via SPSS 21.0 version for Windows, exploratory factor analysis, Cronbach's ${\alpha}$, ANOVA, t-test, discriminant and regression analysis were conducted to study the relationship between variables. The finding provided evidence that low role knowledge and high ATSCI create high dependence on brand sportswear and influence people to buy sportswear. When people bought and wore a brand sportswear, they evaluated themselves as professional sports players who were more committed to sports. This study confirmed that brand sportswear was useful for sport players to change self-evaluation and enjoy sports.
Keywords
Brand sportswear; Role knowledge; ATSCI; Reflexive evaluation; Sports commitment;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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