Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study on Purchasing Behavior of Outdoor Sportswear: Based on Sports Types and Sports Participation Motivations

아웃도어 스포츠 의류 구매행동 연구: 스포츠 유형과 스포츠 참여동기를 중심으로

  • Sung, Hee-Won (Dept. of Clothing & Textiles and Research Institute of Natural Science, Gyeongsang National University)
  • 성희원 (경상대학교 의류학과 및 기초과학연구소)
  • Received : 2012.02.10
  • Accepted : 2012.03.20
  • Published : 2012.04.30
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Abstract

The purpose of this study was to examine clothing purchase behavior of sports participants based on outdoor sports types and sports participation motivation. The research was conducted with the use of a self-administered questionnaire. A total of 703 respondents between the ages of 25 and 55 participated in the research through an internet survey. Motivation for participation in particular sports was comprised of four factors: impress others, mental rejuvenation, social interaction, and health maintenance/improvement. Perceived benefits of clothing choice were categorized into three factors: brand/fashion pursuit, positive image pursuit, and practicality pursuit. Outdoor sports activities was categorized into six types, climbing, jogging, cycling, fishing, golf, and others including ball games. Each sports group presented differences in demographics, sports motivation factors, and benefit factors. Four segments were identified based on sports participation motivation: active group, social group, health and revitalization group, and inactive group. The active group considered three clothing benefits and 14 evaluative criteria as being the most important among the four segments, indicating the major target market for outdoor sportswear brands. On the other hand, the members of inactive group showed passive attitudes toward clothing purchasing behaviors. This study discusses the results of this research within the context of the managerial implication for outdoor sports marketers.

Keywords

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