• Journal of Distribution Science
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• v.21 no.4
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• pp.103-111
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• 2023

Purpose: The purpose of this study was to analyze Korean sports consumers' intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers' recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers' online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers' positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers' online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.6
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• pp.1025-1038
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• 2018

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.209-221
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• 2020

Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.

• The Research Journal of the Costume Culture
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• v.10 no.2
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• pp.103-115
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• 2002

The purpose of this study is to investigate the consumers′ cognition and buying behavior on sports brand character. Since the character industries are booming, this study focused on the source and the expression method of sports brand characters that are already known to consumers. Subjects of this study were university students who were interested in sports brand characters, living in Seoul and Kyenggi-do. The questionnaire were developed based on the previous studies. Data were analysed by Frequency analysis, ANOVA, Duncan Test, and Spearman′s Rho. The results were as follows: 1. The most preferred source of sports brands character was "illustrated human figure"(i.e. a famous athlete like Michael Jordan). And the most favorite expression method of character was the combination of letter and symbol as the character of ASICS and NIKE. 2. The important design factors of sports brand character were the symbolism and aesthetics. The consumer recognized NIKE as the most well-designed character design. 3. Consumers′ preference of sports brand was found to be NIKE, REEBOK, ADIDAS, and FILA, in order. The reasons for preference were the design, the brand image, and the quality. On the other hand, the most frequently purchased brand was NIKE, FILA, and ADIDAS in order. Most of the purchase took place in the brand outlet store, and the consumers usually came with their friends for purchase of sports brand. The display of store was the consumers′ major source of information. 4. The preference group of sports brand character recognized more importantly color, design, brand, and especially fashionability than the non-preference group. And the most important criteria for brand selection were design, price, and comfort orderly. 5. Female consumers recognized more importantly color, design, brand, and others′ recommendations than male consumers. The aged consumers recognized importantly durability, comfort, and quality.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.345-354
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• 2018

The purpose of this study was to investigate the structural relationship between advertising attributes, advertising attitude, brand image, and purchase intention of sports brand on SNS. For this purpose, 250 valid samples from the convenience sampling method were used as the final analysis data. Entertainment, information, and credibility among ad attributes had a positive effect on SNS users' advertisement attitude toward sport brands, and irritation has a negative effect on ad attitude. The ad attitude formed by the advertising attributes positively affected the image of the sports brand and the purchase intention. Brand image had a positive effect on purchase intention. The results of this study may be helpful to maximize SNS advertising effect of sports brands and to identify some important factors that can affect direct purchasing behavior of sports majors, one of the target groups of companies promoting sports brands using SNS.

• Korean Journal of Human Ecology
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• v.21 no.2
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• pp.315-329
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• 2012

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.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.345-359
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• 2016

This study aims at providing information on golf industry by survey about effects on purchase decision factors of golf goods and strategies on brand attitude and purchase behavior. As a result of this study, there are sixth reasonable factors of effects as follows. First, age, education and average golf score were meaningful factors on purchase decision. Second, sex and age were significant factors on brand attitude. Third, age was the only meaningful factor on purchase behavior. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.

• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.77-88
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• 1997

The purpose of this study was to examine the models of apparel store patronage behavior of various store types for each of two clothing categories in terms of lifestyle activities, information sources, shopping orientations and store attributes. The data were collected via a questionnaire from 326 adult females of ages over 20's living in satellite cities around Seoul and were analyzed by factor analysis, Multiple Regression analysis and path analysis. The results of this study were as follows: 1) There were significant relationships between lifestyle activities, information sources, shopping orientations and store attributes in both of formal wear and casual wear purchase. 2) Patronage behavior of department store in formal wear purchase was influenced by shopping activities, personal information sources, brand/store loyalty orientation. Regional store preference and store image attributes influenced the franchise store patronage behavior in formal wear purchase. Discount store patronage behavior in formal wear purchase was predicted by self-assurance/innovativeness and store image and service attributes. Information search of printed material/TV and store image and service attributes influenced off-price store patronage behavior for formal wear, while shopping activities and department store preference influenced off-price store patronage for casual wear. Traditional market patronage behavior for formal were was influenced only by brand/store loyalty, while traditional market patronage behavior for casual wear was influenced by sports activities, brand/store loyalty and price attributes.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.1
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• pp.45-57
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• 2022

A rash guard, also known as rash vest or rashie, is functional sportswear that protects the wearer's skin from various dangers during outdoor sports activities. It is durable and comfortable since it is designed considering muscle movement. In modern society, more and more people enjoy leisure activities due to an increase in income level and increased leisure hours. Water leisure activities are increasingly enjoyed in the summer. As the way people think of leisure evolves, people are more inclined toward dynamic leisure sports rather than static facility tourism. Therefore, more research on rash guards is required. By identifying and analyzing the design preferences and purchase behaviors of young adults on rash guards, this study aims to provide basic data on the actual sportswear behaviors concerning those who are most active in water sports, people in their 20s and 30s. Furthermore, the study aims to contribute to a healthy exercise lifestyle for women who enjoy water sports and the growth of the water sportswear market. In the study, a survey was conducted using a questionnaire to investigate the wearing behaviors and purchase preferences as well as the wearing satisfaction on rash guards. For the study, 200 copies of the questionnaire were distributed and collected to be used as analysis data. The questionnaire consisted of 36 questions, 6 about demographic characteristics, 11 about purchase preferences, and 19 about wearing satisfaction. The collected data was analyzed using the statistical program SPSS 8.0. The study results can be used as basic data to investigate the design preferences and wearing behaviors of rash guards of women in their 20s and 30s. The results found numerous complaints on comfortableness and durability, which suggests more concern and improvements are necessary in those areas when designing patterns for rash guards.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.1
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• pp.183-197
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• 2018

This study examined outdoor sports wear purchase behaviors among middle-aged male consumers based on outdoor sports wear shopping orientation. Data research was conducted on 300 internet users in their 40s and 50s located all parts of the country. The SPSS 24.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, $x^2-test$, t-test, ANOVA, and Duncan test as a post-hoc analysis. The results of this study were as follows: Firstly, outdoor sports wear shopping orientation was identified with fivefactors : the tendencies of wanting to show off a brand name, conservative purchasing, economical purchasing setting a high value on a salesperson, and impulse purchasing. Secondly, the middle-aged male consumers were classified in to three groups by the cluster analysis: a rational group, an indifferent shopping group, and pursuit brand shopping group. Thirdly, the evaluation criteria of products were significantly different depending on outdoor sports wear shopping orientation subdivision in all factors. Fourthly, in the case of fashion information sources regarding outdoor sportswear, significant differences were found according to shopping orientation subdivision in mass media/store source, personal source/ prior shopping experience. Fifthly, all types of stores were significantly different depending on shopping orientation subdivision except for large discount stores.