• 복식문화연구
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• 제21권6호
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• pp.921-937
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• 2013

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

• 한국의류학회지
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• 제39권1호
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• pp.77-90
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• 2015

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.

• 한국컴퓨터정보학회논문지
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• 제27권12호
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• pp.239-249
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• 2022

본 연구는 레저스포츠 참여동기를 유형화하고 그 유형에 따라 레저스포츠웨어에 대한 소비자의 요구 차이를 분석하고자 하였다. 분석결과, 선호 소재의 기능성은 움직임, 쾌적성, 체온유지 등으로 구성되었고, 구매 시 고려요인은 기본 중시, 과시성 중시, 실용성 중시 등 3개의 하위요인이 추출되었다. 개선 요구사항은 기본 기능 개선과 다양한 기능 추가 요인으로 구성되었고, 구매 만족 요인은 브랜드와 실용성, 디자인, 기능성 등 3개의 요인으로 구성되었다. 해양 레저스포츠 참여동기는 매니아, 여가, 건강 유형으로 그룹화되었다. 선호 소재의 기능성은 매니아 유형과 여가 유형이 건강 유형보다 움직임, 쾌적성, 체온유지 기능성을 선호하였다. 구매 시 고려요인은 매니아 유형과 여가 유형이 건강 유형보다 기본 중시, 과시성 중시, 실용성 중시 요인에 대한 고려가 더 높았다. 개선 요구사항에서는 기본기능 개선과 다양한 기능 추가 모두 매니아 유형이 가장 높고 건강 유형이 가장 낮았다. 구매 만족 요인에서는 실용성과 브랜드는 여가 유형이 높았고, 기능성 요인은 매니아 유형과 건강 유형이 높은 것으로 나타났다. 매니아층을 위해서는 기능성과 추가기능에 초점을 맞추고 건강 유형은 디자인이나 활용도 등을 중심으로 제품 개발이 이루어져야 할 것으로 생각된다.

• 감성과학
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• 제11권2호
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• pp.181-192
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• 2008

현재 주목받고 있는 실버 소비자의 등산복 구매 실태와 만족도를 알아보고 노인 연령대에 따른 차이를 분석하였다. 본 연구 대상의 표집은 북한산에서 등산을 하고 계시는 노인 100에 대하여 65세를 기준으로 뉴실버와 실버 소비자로 노인소비자를 구분하였다. 자가응답과 대필방식을 병행하여 설문지를 작성하였으며 수집된 데이터는 SPSS 12.0을 이용하여 t Test와 카이검증을 통하여 분석하였다. 뉴실버 소비자들은 실버소비자보다 스포츠웨어를 자주 구입하였으며 구매비용도 더 많은 것으로 나타났다. 브랜드 인지도도 높았으며 구매장소는 스포츠웨어 전문매장을 선호하였다. 구매기준과 불만족 요인도 연령대에 따라 차이가 있었다. 즉 뉴실버 소비자에게는 등산복의 품질, 디자인/색에 대한 불만족이 높은 반면에, 실버 소비자에게는 품질, 착용감/쾌적감이 불만족이 높았다.

• 복식문화연구
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• 제19권4호
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• pp.794-804
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• 2011

With increases in the amount of spare time by many and with increased social interest in health, the sportswear market is steadily growing. Thus, sportswear companies are putting more effort into developing their websites for differentiation strategies. It is possible to deliver effective images with the use of proper colors in websites. This study aimed to analyze the colors of websites of sportswear brands' and to compare their characteristics. Thirty-seven brands were chosen and classified into three groups: active sportswear, outdoor wear and golf wear. 168 color samples in total as main colors, sub-colors and accent colors were collected from the first screen of each websites. The colors were analyzed by Musell's 10 hues and by the 12 tone classifications of PCCS. The results indicated that white is the color most often used as the main color and sub-color on these websites. There were differences among the colors of the three groups. Both active sportswear and outdoor wear have a similar tendency in terms of their use of colors and tones, while golf wear is different from these two groups. Active sportswear websites and outdoor wear websites frequently used red and vivid, bright tones for their accent colors. In comparison, Green Yellow and light grayish tones were most commonly used as accent colors in golf wear websites.

• 한국의류산업학회지
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• 제11권4호
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• pp.583-591
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• 2009

The purpose of this study was to examine the sportswear purchase decision factors and brand preference of college students. The subjects in this study were 614 college students who were selected by cluster random sampling from Daegu and North Gyeongsang Province. The collected data were analyzed by crosstab analysis, and the findings of the study were as follows: If a sportswear company has college students as a target market, first, the company needs to consider design and utility. Second, the company needs to expand internet sale while maintaining a strategy for centering on speciality shop and department store as for a sale of sportswear. Third, the college students themselves have a right of choice according to purchasing sportswear. Thus, a distribution company requires a direct marketing strategy targeting college students. Fourth, simple design of adding a fashion trend is needed. Fifth, the sportswear company needs to expand production and sale in jumpers and trousers based on T-shirts. Sixth, color in sportswear needs to be composed of design based on gray or black color. In order for a sportswear company to be adjusted to the global market environment here after, it requires an effort to continuously grasp consumers' trend and to apply new design and color. Also, the company will be able to be equipped with competitive edge by producing diversely functional products that are demanded by the segmented market.

• 한국염색가공학회:학술대회논문집
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• 한국염색가공학회 2011년도 제45차 학술발표회
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• pp.62-62
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• 2011

현재 다운방한 용도에 사용되는 직물 트랜드는 경량화 및 박지화 추세에 있으며, 국내외 유명 브랜드에서 사용되는 스포츠웨어 직물소재의 대부분이 이러한 제품으로 판매가 이루어지고 있다. 현재, 국내외 다운방한용에 사용되는 원단은 겉감이외에 다운 세기방지용 안감직물을 사용하여 다운이 빠져나오지 않도록 하고 있음. 그러나, 최근 겉감으로 사용하여 다운이 세지 않고 매우 가벼우면서 Packable 원단개발이 요구되고 있을 뿐만 아니라, 다운방한직물에 요구되는 성능에 만족하거나 성능이 향상된 고기능 원단개발이 요구되고 있다. 이러한 다운방한용 직물은 다운의 내구성 및 지속성 측면에서 매우 많은 기능이 요구되고 있으며 현재 국내에서 사용하고 있는 다운방한용 직물은 다운커버직물을 사용하거나 코팅에 의해 다운세기 방지기능을 강제로 발현시키고 있다. 그러나 그 직물은 경량화 되어가고 있기 때문에 다운커버 직물을 사용하지 않으면서부터 다운이 세는 문제점, 그리고 공기투과 및 투습이 제대로 되지 못하는 기능성의 문제점, 경량화와 더불어 인열강력이 약하여 잘 찢어지는 문제점, 인열강력의 물리적 특성을 높이고자 코팅을 하게되면 기능성 및 감성이 더욱 나빠지는 문제점이 나타나게 되어 다운 방한용 직물은 큰 문제점이 되고 있다. 이에 겉감만으로도 다운방한용도에 적합한 고감성 및 기능성을 가진 경량직물 개발을 위해 고밀도 제직 및 설계 기술, 최종 염색가공 및 후가공 공정까지의 공정내(內) 간(間)연계기술을 연구하였다.

• 복식
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• 제63권8호
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• pp.90-105
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• 2013

The purpose of this study was to explore how experiential factors in sportswear stores influenced store satisfaction, brand preference, and purchase intention among potential consumers, and to reveal the moderating effects of impulsive buying. The subjects of this study were 306 male and female adults in their 20s and 30s, who had visited sports brand stores within the past year. To analyze the data, Cronbach's ${\alpha}$, structural model analysis and path analysis were performed. The results of this study were as follows. First, there is a strong relationship between store satisfaction and experiential factors in sportswear apparel stores. All experiential factors significantly influenced store satisfaction in a positive direction. Second, consumers' store satisfaction positively influenced on brand preference. Third, consumers' store satisfaction had positive influences on their purchasing intention. Fourth, consumers' impulsive buying tendency showed significant moderating effect on the experiential factors. Consumers with low level of impulsive buying tended to be influenced more by 'think', 'relate', and 'sense' experiential factors on their store satisfaction. However, consumers with a high level of impulsive buying tendency revealed that they were more likely to be influenced by 'act' and 'feel' experiential factors.

• 패션비즈니스
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• 제17권2호
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• pp.17-32
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• 2013

Throughout history, tennis-wear designers have attempted reforms to the designs, which were swayed a lot by game rules, and more efforts than ever are put forth recently. The efforts to introduce fashion designers into tennis brands and to break down the barriers between sports brands and common fashions have contributed to the advancement of tennis-wear. Howver, designers are not the only contributors to the development and innovation of tennis-wear. Tennis players who are well aware of the design make-up may affect some aspects of tennis-wear. Even some tennis players launched certain tennis-wear brands. They are not just players in games, but also innovators of this certain type of clothing. In this sense, they design, select, and put on tennis-wear as designers and players, which has contributed a lot to variation and advancement of tennis-wear. Such diversified of attempts in terms of design have led to the variety of tennis-wear, and adopting certain features of other sportswear has enhanced the functionality as well. As for materials, functional materials as well as lingerie look and laceworks as in dance looks were used, and even nude-color short pants were introduced to represent such images of fantasy and illusion. As for color as well, a revolution of color, which has been a taboo, was led. The popularity of tennis-wear fashions even leads to combination with features of other areas, which has been more diversified by the collaboration with designs inspired by toga of Greece and various other areas such as films and arts.

• 한국데이터정보과학회:학술대회논문집
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• 한국데이터정보과학회 2006년도 PROCEEDINGS OF JOINT CONFERENCEOF KDISS AND KDAS
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• pp.267-278
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• 2006

소득 수준과 삶의 질 향상을 위한 사회의식의 강화는 보다 쾌적한 라이프스타일의 추구와 여가문화에 대한 인식의 변화 및 웰빙 문화확산에 따른 레저 인구의 증가로 나타나고 있다. 특히 등산에만 국한되던 아웃도어 이미지가 점차 다양한 레저활동으로 확대되고 등산복과 캐주얼웨어의 경계가 모호해지면서 아웃도어 브랜드 업체들도 캐주얼 의류보다 화사하고 편안한 등산복을 출시하고 있다. 이에 따라 본 연구에서는 등산복 소비자의 일반적인 구매행동 특성 및 인구통계적 특성과 브랜드 선호도에 환하여 살펴보고자 한다. 본 연구의 결과를 요약하면 등산복의 구매 목적은 '등산만을 위해서'와 '등산복과 일상복으로' 구매하는 경우도 비슷하게 나타나 등산복을 일상적인 캐주얼웨어로도 겸하여 입는 소비자가 많다. 그리고 여자는 '등산만을 위해서'가, 남자는 '등산과 일상복으로'가 가장 높게 나타났고, 여성 소비자들에 비해 남성 소비자들이 등산복 한 벌 당 가격대가 더 높은 것을 알 수 있었다. 또 모든 연령대에서 구매 정보원으로서 '친구 소 소속집단'이 가장 높게 나타났으며, 등산복 브랜드의 선호도와 보유현황은 전체 선호도는 코오롱 스포츠가 1위, 노스페이스가 2위, 케이투가 3위로 나타났나.