Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Lifestyle and Sportswear Benefits Sought according to Consuming Desire of Sports

스포츠 소비 욕구에 따른 라이프스타일 특성과 스포츠 의류 추구혜택 특성

  • 조선명 (연세대학교 생활과학대학 의류환경학과) ;
  • 고애란 (연세대학교 생활과학대학 의류환경학과)
  • Published : 2008.03.31
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Abstract

The purpose of this study were 1) to subdivide sportswear consumers according to consuming desire of sports 2) to identify the differences in lifestyle and sportswear benefits sought. The data were collected via a questionnaire from 312 consumer who have been purchased sportswear and living in Seoul. The results of this study were as follows: 1) Sportswear consumers were divided into four segments: sports mania, attractive body pursuers, passive followers, mind purifiers. 2) Six realms of lifestyle such as clothing, food, home & interior, leisure life, consumption and sense of values were factor-analysed separately, and lifestyle factors which showed significant differences among segments are I) fashion ostentation in the realm of clothing ii) western style, health-oriented in the realm of food, iii) sports life enjoyment, sociable life, hoped-for foreign travel in the realm of leisure life, iv) brand oriented, price comparison, sale goods preference in the realm of consumption, and v) realist, interpersonal skills, strong personality, individualism in the realm of values 3) Five factors of sportswear benefits sought which showed significant differences among segments are comfortability/practicality, ideal body/good-looking, individual character, fashion! ostentation, and brand oriented.

Keywords

References

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