Browse > Article

Consumers' Motivations for Brand-Switching of Sport Shoes according to Their Age and Gender  

Yim, Eun-Jin (Dept. of Clothing & Textiles, Kyung Hee University)
Hwang, Choon-Sup (Dept. of Clothing & Textiles, Research Institute of Human Ecology, Kyung Hee University)
Publication Information
Journal of Fashion Business / v.13, no.6, 2009 , pp. 111-124 More about this Journal
Abstract
The purpose of the study was to provide the basic information that is needed to build marketing strategies related to consumers' brand-switching, through investigation into sport shoe consumers' motivations for brand-switching, as determined by their age and gender. The study was implemented by means of a descriptive survey method using a questionnaire. The sample consisted of 534 consumers between the ages of 13 and 59, residing in the Seoul area. The survey for the study was conducted during the period of October 10 through December 5, in 2008. Descriptive statistics, t-test, ANOVA and Duncan's Test were employed for the analysis of data gathered. The results revealed that there are differences with regard to the degree that the functional/aesthetic factors of sport shoes contribute to the motivation for brand-switching, when assessed with respect to the age and gender of consumers. The contributory degrees of situational factors and social/emotional curiosity factors of consumers are also different with regard to the motivation for brand-switching behavior of sport shoe consumers in accordance with their age and gender. Therefore, marketing strategies related to brand-switching behavior will be more effective when they are differentiated according to the target age and gender, even with respect to the same type of product, such as sport shoes.
Keywords
brand-switching; motivations; sport shoes;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Kim, Mi-Kyung (2000), "The Type of Consumer's Brand switching on Fashion Goods and Relationship of Fashion-Related Variables", Journal of Korean Society of Costume, 50(7), pp.181~190
2 Shin, Eun-Kyung (2006), "Factors that affect consumer attitude by the types of showwindow display and the difference by the gender of consumer", Journal of Fashion Business 10(5), pp.93~104
3 Lee, Yu-Ri Lee . Kincade, Doris H (1999), "Blue Jean Consumers' Brand Switching Behavior in out of stock situation", Journal of Korean society of Clothing & textiles, 23(8), p.1086-1097
4 Kim, Mi-kyung . Lee, Sun-Jae (2000), "The type of consumer's brand switching on fashion goods and relationship of fashionrelated variables", Journal of the Korean Society of Costume, 50(7),
5 Kim, Kwan-Il(2002), "Types of Brand Switching Behavior and Switching Motives of Apparel Consumers", Unpublished master's thesis, Seoul National University, pp.6-11
6 Kiel, Geoffrey C. & Layton, Roger A (1981), "Dimensions of consumer information seeking behavior", Journal of Marketing Research 28, pp.233-239
7 Oh, Soo-Min . Hwang, Sun-Jin (2007), "The influence of consumer's brand Loyalty, competitor's brand price, and discount on brand switching for apparel products", Journal of the Korean Society of Clothing and Textiles, 31(3), pp.440-450   DOI
8 Hong, Byung-Sook (1998), Fashion Merchandising and Cosumer Behavior, Suhaksa, pp.145-147
9 Kim, Hwang-Dong (2000), "A Study on the Influence of the Brand Switching by consumer and Product Characteristics and Degree of Involvement", Journal of Korea Industrial Economics Association, 13(4), pp.445~468
10 Kim, Gwang-Chul (1993), "The Effects of Situational Variables on the Consumer's Brand Choice Behavior", Unpublished doctoral dissertation, Inha University, pp.68-69
11 Jeon, Kyoung-Ran (2008), "A Study on Life Style and Clothing Purchasing Behaviors of Female Consumers-Focused on Comparison with Adolescence, Middle Age, and Senescence-", The Research Journal of the Costume Culture, 16(3), pp.449~459
12 Jo, Eun-Young (2000), "An analysis on the appropriateness factors and the purchase intention of internet shopping for fashion goods based on goods classification of the FCB GRID Model", Unpublished doctoral dissertation, Chung-Ang University, pp.26-28
13 Hong, Gum-Sook (1990), " A Study on Consumer Variety Seeking Behavior", Unpublished master's thesis, Seoul National University, pp.106-108
14 Lee, Seung-Hee (1998), "A Study on Consumers' Evaluation and Complaint to Domestic Apparel Products", The Research Journal of the Costume Culture, 6(1), pp.110~120
15 Jo, Se-Na (2007), "The Effects of Multi-Shop's Store Image on the Store Loyalty and Brand Switching Behavior", Journal of Korean Home Economics Association, 45(1), pp.58~59
16 Lee, Seung-Hee (2003), "A Study on e-CRM in Fashion Internet Shopping Mail-Comparing groups by gender", Journal of Korean society of Clothing & Textiles, 27(7), p.811
17 Donnellan, John (1996), Merchandise Buying and Management, New York; Fairchild Publications, pp.180-182
18 Kim, Jung-Sil (2008), "A Study on the Spending Behavior, Related to the Cognitive Age of the Female Consumers in the Elderly Generation and Different Types of Their Lifestyles", Journal of Korean society of clothing & textiles, 32(10), p.1545
19 Kim, Yun-Kyu "The Effects of Internet Shopping Interest, Fashion Interest, and Sex on Internet Clothing Purchase Intention and Selection Criteria", Journal of Korean Society of Clothing & Textiles, 26(7), pp.937~945
20 Park, Tae-Keun (2003), "The study of the teenage consumers' attitude by the brand image of a sports product", The Korean Journal school Physical Education, 13(1), p.55
21 Kim, Mi-kyung . Lee, Sun-Jae (2000), "The type of consumer's brand switching on fashion goods and relationship of fashionrelated variables", Journal of the Korean Society of Costume, 50(7), pp.181-193
22 Lim, Kyung-Bock (2006), "The relationship between shopping value and clothing shopping orientation according to clothing Involvement", Journal of the Korean Home Economics Association, 44(4), pp.65-72
23 Kim, Hyo-Shin . Lee, Sun-jae (1999), "Perceived Differences in Brands of Jeans ;Classification and Characteristics of Brand-Switching", Journal of Korean society of costume, 49, p.133~124
24 Somomon, Michael R. (1999), Consumer Behavior, New Jersey: Prentice Hall, pp.294-295
25 Pyun, Chang-Gyu (2004), Motivation Theory of consumer behavior, Hyosan Management Institute, pp.217-218
26 Pyun, Chang-Gyu (2004), Motivation Theory of consumer behavior, Hyosan Management Institute, pp.145-147
27 Kim, Mi-kyung . Sun-Jae Lee(2000), "The Type of consumer's brand switching on fashion Goods and relationship of fashionrelated variables", Journal of the Korean Society of Costume, 50(7), pp.685-696
28 Pyun, Chang-Gyu (2004), Motivation Theory of consumer behavior, Hyosan Management Institute, pp.45-67
29 Yang, Yoon (2008), Consumer Behavior, Hakjisa, p.127