SNS특성이 공연예술소비자의 티켓구매의도에 미치는 영향 - 기술수용모델을 중심으로

정상현,이화형 한국문화경제학회 2023 문화경제연구 Vol.26 No.2

이 연구는 공연예술소비자의 SNS특성이 공연예술소비자의 티켓구매의도에 미치는영향 관계를 규명하여 공연예술 마케팅의 기초자료를 제시하는 데 연구의 목적이 있다. 연구 대상자는 SNS를 통해 공연예술 티켓을 구매한 경험이 있는 공연예술소비자로 선정하였고, 온라인 설문 플랫폼 Google docs를 이용하여 261부의 자료를 수집하였다. 실증 분석은 모두 유의수준 α=.05 에서 검증하였으며, 통계 처리는 SPSS 28.0 및 AMOS 28.0 프로그램을 사용하여 분석하였다. 실증 분석을 통해 도출한 결과는 다음과 같다. 첫째, SNS특성 중 상호작용성, 유희성, 관계성은 지각된 유용성에 정(+) 의 영향을 미치는 것으로 나타났으며, 실재감은 지각된 유용성에 영향을 미치지 않는것으로 나타났다. 둘째, SNS특성 중 상호작용성, 유희성은 지각된 용이성에 정(+)의영향을 미치는 것으로 나타났으나, 관계성, 실재감은 지각된 용이성에 영향을 미치지않는 것으로 나타났다. 셋째, 공연예술소비자의 지각된 용이성은 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 공연예술소비자의 지각된 유용성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 공연예술소비자의 지각된용이성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서, SNS특성의하위요인인 상호작용성, 유희성, 관계성을 강조하는 SNS를 기획·제작하여 공연예술소비자의 지각된 유용성과 지각된 용이성을 높임으로써 티켓구매의도에 긍정적인 영향을미치도록 해야 할 것이다. This study proposes a research model that investigates that influential relationship of the major variables set when searching for performing arts, including the characteristics of SNS, perceived usefulness, perceived ease of use, and ticket purchase intention. The subjects were performing arts consumers with experiences of purchasing a performing arts ticket via SNS. A total of 261 questionnaires were collected with the online survey platform Google Docs. The empirical analysis results were tested at the significance level of α=.05, and statistical treatments were analyzed with the SPSS 28.0 and AMOS 28.0 programs. The empirical analysis results led to the following findings: First, the study empirically analyzed the impact of SNS characteristics on searching for performance arts included interaction, playfulness, relationship, and reality on perceived usefulness, and found that interaction, playfulness, and relationship had significant positive (+) effects on perceived usefulness, and reality did not have any effect on it. Second, the study also empirically analyzed the effects of SNS characteristics on searching performing arts including interaction, playfulness, relationship, and reality on perceived ease of use, and found that interaction and playfulness had positive (+) effects on it with relationship and reality having no effects on it. Third, the study empirically analyzed the effects of perceived ease of use on perceived usefulness in performing arts consumers and found that the former had positive (+) effects on the latter. Fourth, the study empirically analyzed the effects of perceived usefulness on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Finally, the study empirically analyzed the effects of perceived ease of use on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Based on these findings, the study had the following discussions: First, one of the subfactors of SNS characteristics to search performing arts is interaction, which turned out to have the biggest effects on perceived usefulness. This raises a need to actively review performing arts marketing and emphasize interaction, which allows performing arts consumers to share and communicate various content among themselves via SNS to obtain performance information. Second, another subfactors of SNS characteristics to search performing arts is playfulness, which turned out to have the greatest influences on perceived ease of use. This raises a need to plan and develop performing arts promotions and content tjat gives performing arts consumers the feeling of fun, interest, and pleasure by using SNS in order to increase their perceived ease of use. Third, perceived ease of use had positive effects on perceived usefulness in performing arts consumers. It is thus necessary to do research on promotion and marketing strategies recognizable at a glance so that performing arts consumers can obtain information about performing arts and overcome their difficulties with SNS to increase their perceived usefulness. Fourth, perceived usefulness turned out to have positive impacts on the ticket purchase intention of performing arts consumers. These findings suggest that the field of performing arts should be active in developing marketing strategies to plan diverse events and promotions that provide performance information via SNS to consumers so that performing arts consumers will purchase more tickets. Finally, it was demonstrated that perceived ease of use had effects on the ticket purchase intention of performing arts consumers. It is thus needed to analyze the age groups of consumers and implement promotions targeting specific age groups to increase the ticket purchase of performing arts consumers. In short, this study promotes the understanding of performing arts consumers' behavior...

The Repurchase Intention on Agricultural Products’ Characteristics and Consumers’ Characteristics of EC in China

An-Yun GE,김화경,이종호 한국유통경영학회 2019 유통경영학회지 Vol.22 No.6

Purpose: This paper was performed to investigate both the impact of the characteristics of e-commerce in agricultural products and the consumer characteristics on the repurchase intentions by analyzing the value of agricultural business based on the results of this research, aiming at the characteristics of agricultural products in e-commerce and consumer characteristics, the fundamental approach of reinforcing the e-commerce. To do these, four related studies will be carried out. First, the concepts, the characteristics as well as the application status of agricultural products in e-commerce are analyzed, simultaneously, the research results related to the the characteristics of e-commerce and its consumer characteristics. Second, a research model that is centered on e-commerce characteristics, consumer characteristics, satisfaction and repurchase Intentions of agricultural products is deduced. Third, analyzing the factors and impacts of the willingness of consumers who want to purchase the agricultural products e-commerce again. Fourth, according to the results of this study, some suggestions are given for the activating strategies of practitioners' services in agricultural products e-commerce. Research design, data, and methodology: In order to verify the assumption proposed in this research, taking the consumers who had experience in the use of Chinese agricultural product e-commerce as the objects, an online survey was conducted from March 10, 2018 to April 2, 2018. Finally, there were 378 questionnaires are collected, and then they were made the empirical analysis by using the analysis methods of IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0. Results: The characteristics of agricultural product e-commerce(rapidity, economy, reliability, and freshness) have positive effects on satisfaction.. And self-efficacy, personal innovation, and interaction in consumers’ characteristics have positive effects on the consumers’ satisfaction degree. Satisfaction degree has a positive effect on the intention of repurchase. But security does not affect affirmative effect on consumers’ satisfaction degreeConclusions: The agricultural products e-commerce has the significance of changing consumer awareness and changing consumption patterns for consumers. Also, because the ICT development, such as payment systems and security technologies leads to change the consumer perception, the transaction security does not have a positive impact on the satisfaction degree of e-commerce.

중국 소비자의 라이브 커머스의 특성이 시청몰입과 재구매의도에 미치는 영향

바씨아오쯔,최동오 국제e-비즈니스학회 2024 e-비즈니스 연구 Vol.25 No.2

본 연구에서는 비대면 시대에 소비자가 지각한 라이브 커머스의 특성을 구성하는 요소를 규명하고, 다른유형의 요소가 소비자의 시청몰입과 재구매의도에 미치는 영향에 대한 차이를 분석하였다. 본 연구에서라이브 커머스의 특성은 이용용이성, 정보성, 오락성과 경제성으로 분류되었다. 라이브 커머스의 특성과재구매의도 간의 영향 관계에서 소비자의 시청몰입의 매개효과도 검증하였다. 본 연구는 라이브 커머스를이용해 제품이나 서비스를 구매한 경험이 있는 중국 성인 소비자를 연구대상으로 선정하였다. 본 연구에서는 이런 비대면 시대에 소비자가 지각한 라이브 커머스의 특성을 구성하는 요소를 규명하고, 다른 유형의 요소가 소비자의 시청몰입과 재구매의도에 미치는 영향을 분석하였다. 또한, 다양한 특성이소비자의 행동변화에 미치는 영향 간의 차이를 비교 분석하였다. 마지막으로, 라이브 커머스의 특성과 재구매의도 간의 영향 관계에서 소비자의 시청몰입의 매개효과도 검증하였다. 분석 결과, 첫째, 라이브 커머스의이용용이성, 정보성, 경제성 특성이 시청몰입에 긍정적인 영향을 미치었으며, 이용용이성의 영향력이 가장높게 나타났다. 둘째, 정보성, 경제성 특성이 재구매의도에 직접적으로 긍정적인 영향에 미쳤으며, 경제성의영향력이 가장 높았다. 셋째, 소비자의 라이브 커머스를 시청할 때 몰입형성이 재구매의도에 직접적인 영향을주고, 라이브 커머스의 특성이 시청몰입을 통해 재구매의도에 간접적인 영향도 미친 것으로 나타났다. 본연구가 중국 소비자를 대상으로 소비패턴을 분석한 점은 중국 시장 뿐만 아니라 다른 국가에서도 활용 가능한전략적 시사점을 제시하여으로 주목할 가치가 있다. 또한, 중국 시장 진출에 대한 관심이 있는 기업들에게도중요한 정책자료로 제공될 수 있을 것이다. Research Purpose: In this study, we aimed to identify the live commerce’s characteristics perceived by consumers in the non-face-to-face era and explored the impact of these characteristics on consumers’ commitment and repurchase intention. In addition, we compared the differences between the effects of various characteristics on consumer behavior change (commitment, repurchase intention). Then, we verified the mediating effect of consumers' commitment in the relationship between the characteristics of live commerce and repurchase intention. Research Methods: Investigation of statistics for characteristics of live commerce, commitment, repurchase intention of Chinese consumers. SPSS and AMOS statistics program were used in this study. Results in Research: Firstly, the ease of use, informativeness, and payment characteristics were found to have a positive effect on commitment, and the informativeness and payment had a direct positive effect on repurchase intention. In addition, it was found that when consumers watch live commerce, flow has a direct effect on repurchase intention, and the characteristics of live commerce have an indirect effect on repurchase intention through commitment. Research Conclusion: The effect of improving repurchase intention can be expected by increasing live commerce's characteristic and commitment.

이미지 기반 SNS 외식정보 특성, 외식 소비자의 정보 태도 및 구매의도 간의 관계 분석을 통한 마케팅 커뮤니케이션 전략 제안

남아영,안효빈,윤지영 한국식품조리과학회 2020 한국식품조리과학회지 Vol.36 No.2

Purpose: The purpose of the study was to examine the association between image-based SNS restaurant information characteristics, consumers’ attitudes toward information and purchase intention to suggest a proper marketing communication strategy for the restaurant industry. Methods: The data was collected by an online survey for six days. Multiple regression analysis and stepwise regression analysis were mainly used to analyze the relationships of the variables with a total of 413 sets of responses. Results: All four of image-based SNS restaurant information characteristics had significantly positive effects on purchase intention (p<0.001). Information characteristics of sharing, usefulness, and conciseness had a positive effect on consumers’ sympathetic attitude (p<0.01). On the other hand, all four characteristics including reliability had an influence on opinion-leading attitude (p<0.05). Consumers’ both sympathetic and opinion-leading attitudes had positive effects on purchase intention and revealed partial mediating effects on the relationship between image-based SNS restaurant information characteristics and consumers’ purchase intention. Conclusion: As a result, consumers with sympathetic or opinion-leading attitudes may have an influence on the eWOM(Electronic word of mouth) effect, and especially the suggestion of consumers with opinion-leading attitude had the stronger influence on other consumers’ purchase behavior. In conclusion, information produced by consumers is considered more credible than the information offered by restaurants.

소비자 인구통계학적 특성 및 성격 특성이 패션/뷰티 TV미디어의 이용에 미치는 영향

박수연(박사) ( Su Youn Park ),황진숙(교신저자,교수) ( Jin Sook Hwang ) 한국기초조형학회 2016 기초조형학연구 Vol.17 No.3

본 연구의 목적은 20-40대 남녀를 대상으로 소비자 특성 분석도구를 이용하여 소비자 특성을 파악하였다. 소비자들의 사고와 가치관에 큰 영향력을 행사하는 요인들 중 소비자의 인구통계학적 특성과 성격특성이 패션/뷰티 TV미디어 이용에 미치는 영향을 분석하였다. 연구방법은 설문지를 측정도구로 사용하였다. 설문지는 20-40대 남녀를 대상으로 소비자 특성이 패션/뷰티 TV미디어 이용에 미치는 영향을 확인하기 위함을 목적으로 구성되었다. 패션/뷰티TV 미디어를 이용한 경험이 있는 소비자만을 대상으로 실시하였고, 최종 631명의 응답 데이터를 분석 자료에 사용하였다. 연구결과를 요약하면 다음과 같다. 첫째, 소비자의 성격특성 요인은 성실성, 모험성, 사교성, 민감성, 정감성 5요인으로 도출되었다. 패션/뷰티TV 미디어 이용은 이용시간, 우연노출, 관심이용으로 설정하였다. 둘째, 소비자의 특성 중 인구통계학적 특성이 패션/뷰티TV 미디어 이용에 미치는 영향에 있어서 이용시간, 우연노출, 관심이용 모두에서 전체적으로 종합해 볼 때 30대 연령에서 관심이 많았다. 끝으로 성격특성이 패션/뷰티 TV미디어 이용에 미치는 영향에 있어서 이용시간과 관심이용은 모험성에서 영향력이 나타났고, 우연노출은 사교성, 민감성, 모험성이 영향을 미치는 것으로 나타났다. 성격특성 중 모험성 성격은 패션/뷰티 TV미디어 이용시간이 높으며, 우연노출에 민감하게 반응하고 관심이용으로 까지 연결될 수 있는 성격특성임을 알 수 있었다. 패션/뷰티 TV미디어의 영향력은 상당히 크다. 소비자가 자신의 특성에 따라 제품을 구입하는데 있어서 구입방법, 구입매체 등의 신뢰도는 소비자를 평가할 수 있는 좋은 지표임에 틀림없다. 도출될 결과들은 소비자들의 특성이 패션/뷰티 TV미디어 이용에 어떠한 영향을 주는지 예측해 볼 수 있을 뿐만 아니라 차별화된 패션/뷰티 시장 세분화 전략의 기초자료를 제공하고 표적고객 대상으로 성장 잠재력을 파악하는데 연구의 의의가 있다. The purpose of this study was to identify consumers`` characteristics by utilizing characteristic analytical instrument on male and female consumers in their 20s to 40s. It attempted to analyze the effect that consumers`` demographic characteristics and personality traits, great influencers on their thinking and value view, exerted on the use of fashion/beauty TV media. In the research method, the questionnaire was employed as the measurement instrument. It was made up for the purpose of identifying the effect of the characteristics of consumers in their 20s to 40s on the use of fashion/beauty TV media. The questionnaire research was conducted only for the consumers with experiences of using fashion/beauty TV media. Final data obtained from 631 respondents were used for analysis. As a result, the findings could be summarized as follows: First, consumers were found to have five personality trait factors such as sincerity, adventurousness, sociability, sensitivity and warmth. The use of fashion/beauty TV media was set as the hours of use, accidental exposure and attentive use. Second, the consumers in their 30s had great interests in the hours of use, accidental exposure and attentive use in relation to the effect of their demographic characteristics on fashion/beauty TV media. The hours of use and attentive use had an effect on adventurousness in relation to the effect of their personality traits on the use of fashion/beauty TV media. And it was found that the consumers of adventurous personality spent a high number of hours on fashion/beauty TV media and responded sensitively to accidental exposure which could lead to attentive use of the media. Fashion/beauty TV media have a considerable effect on consumers. It is certain that in purchasing the product according to their characteristics, their confidence in the method and media of purchase is a good indicator for estimating them. This study has its significance in that the elicited findings not only help estimate how the consumers characteristics influence their use of fashion/beauty TV media, but also provide basic information to develop segmented fashion/beauty market strategies based on their characteristics and identify the growth potential within the target consumer group.

중국 소비문화에 나타난 신주류 소비층의 심미적 소비특성에 관한 융합 연구 - 쑤저우 성품서점 및 베이징 고궁박물관 문화상품을 중심으로-

왕 운 비,선섭희 한국전시산업융합연구원 2022 한국과학예술융합학회 Vol.40 No.2

The purpose of this study is to study the recent aesthetic consumption characteristics of Chinese consumers, which are historically influenced by Chinese consumer culture, and to provide basic data for analyzing Chinese consumers' aesthetic attitudes and purchasing behavior according to product characteristics. Today, consumers are consuming more for the aesthetic and symbolic value of a product than for the function of it. Also, as the consumer culture changed from material consumption to aesthetic consumption, the individual's pursuit of value and human care brought by consumption behavior became the new trend in this era. In order to analyze the characteristics of Chinese aesthetic consumption, this study identified the changes and current status of Chinese consumer culture through previous studies and literature reviews, and summarized the characteristics of the consumer culture at each period. Then the meaning and necessity of aesthetic consumption were presented, and the three main characteristics of aesthetic consumption were identified as individualization, experiential and virtual. In addition, based on the characteristics of aesthetic consumption in the Chinese consumer culture, we established a case analysis framework of the aesthetic consumption culture, and then analyzed the aesthetic consumption characteristics of two projects that recently succeeded in the Chinese mainstream consumer groups. As a result, in both cases, human care and aesthetics were integrated into the brand culture, concealing the commercial attributes of the product, creating a good lifestyle connection with the brand, and forming an emotional tie with their target consumers through emotional marketing, which made consumers feel the satisfaction of self-realization through the deeply immersive consumption space and consumption experience. Based on the above research results, I will conduct comparative analysis of the consumer culture and aesthetic consumption characteristics of South Korea and China, and then draw out the differences in the impact of aesthetic factors on consumer product purchases in South Korea and China. 본 연구의 목적은 역사적으로 중국 소비문화에 영향을 받는 중국 소비자들의 최근의 심미적 소비특성을 연구하는 것으로서 제품의 특성에 따른 중국 소비자의 심미적 태도와 구매 행동을 분석하기 위한 기초 자료를 제공하는 것이다. 오늘날의 소비자들은 제품의 기능보다 심미적인 아름다움이나 제품이 갖고 있는 상징적 가치를 위해서 소비한다. 또한 물질적 소비에서 심미적 소비로 소비문화가 변화하면서 소비 가치와 인문적 배려에 대한 개인의 추구가 이 시대 새로운 트렌드가 되었다. 이에 본 연구에서는 중국의 심미적 소비 특성을 분석하기 위해 선행 연구 및 문헌 조사를 통해 중국 소비문화의 변천과 현황을 파악하고 각 시기별 소비문화의 특징을 정리하였으며, 관련문헌 고찰을 통해 심미적 소비문화의 의미와 필요성을 제시하고 심미적 소비의 특성을 개성화, 체험성, 가상성으로 분류하여 제시하였다. 또한 중국 소비문화에 나타난 심미적 소비의 특성을 바탕으로 심미적 소비문화의 사례 분석 틀을 구축하여 최근 중국 신주류 소비층에서 성공한 두 가지 사업을 대상으로 심미적 소비 특성에 대한 사례 분석을 한 후 분석결과를 도출하였다. 분석 결과, 두 사례 모두 인문적인 배려와 미학적 요소를 브랜드 문화에 접목시켜 상품의 상업적 속성을 드러내지 않고, 브랜드와 좋은 라이프스타일의 연관성을 만들어 냈으며, 감성 마케팅을 통해 타깃 소비자와 정서적 유대를 형성함으로써 소비자들로 하여금 깊이 몰입할 수 있는 소비 공간과 소비 경험을 통해 자아실현의 만족감을 느끼게 한 것을 확인할 수 있었다. 이러한 연구결과를 바탕으로 향후 한국과 중국의 소비문화와 심미적 소비 특성을 비교분석함으로써 미적 요소가 한국과 중국 소비자들의 제품 구매에 미치는 영향이 어떠한 차이가 있는지를 살펴보고자 한다.

뷰티 인플루언서 특성과 제품 특성이 신제품 수용의도에 미치는 영향 _중국 소비자를 대상으로

쉬루이치,김은혜,이진화 한국의류산업학회 2022 한국의류산업학회지 Vol.24 No.6

This study explored the impact of beauty influencers’ characteristics and product characteristics on newproduct acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conductedfrom February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaireswere analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity andexpertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost,image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers’ characteristicsand partial product characteristics have a positive impact on consumer confidence and acceptance intentionof the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers’ characteristicsand product characteristics influence the intention of new product acceptance was determined. Therefore,when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider theirprofessionality and authenticity, examine their reliability, and assess their ability to form connections with images andviewers that match their products. Additionally, to increase the acceptance intention of new products, companies shouldpresent the price of high-quality products, product sensibilities, and corporate images of products and establish measuresthat can positively affect consumers' acceptance intention of new products by combining them with the characteristicsof beauty influencers.

A study on the difference in wedding planner selection criteria and willingness to pay according to consumer characteristics

Ha Jeong Kim,Jihun Yu 복식문화학회 2020 服飾文化硏究 Vol.28 No.2

Using the developed wedding planner selection criteria scale, this study examined whether wedding planner selection criteria differ according to consumer characteristics such as demographic characteristics and wedding preparation behaviors. The main survey for this study was conducted via the Internet with 295 consumers aged 20-30 living in the Seoul metropolitan area. The data collected from the survey processed and analyzed using the statistical programs SPSS 21.0 t-test. Analyzing how wedding planner selection criteria differ according to consumers’ demographic characteristics and wedding preparation behaviors, results shown for the wedding planner selection criteria were all four points on average except for individual characteristics and important sub-factors regardless of the consumers’ characteristics, and various results were derived depending on the consumers’ characteristics. This study has various practical implications in that it verified the difference in wedding planner selection criteria according to consumer characteristics and determined how much money consumers were willing to play for wedding planners. It is recommended that future studies take various approaches to investigate how wedding planner users are satisfied with or place importance on wedding planner services and conduct empirical using the selection criteria developed in this study to compare influential variables that affect behavior intention and willingness to pay according to consumer type.

The effect of the valence of word-of-mouth on consumers’ attitudes toward co-brands: The moderating roles of brand characteristics

전중옥,Sunmee Baeck 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.1

Although Lovett et al. (2013) demonstrated that brand characteristics simulate word-of-mouth (WOM) as WOM antecedents, there has been relatively little attention to understanding a moderating role of brand characteristics between WOM and consumers’ attitudes toward brands. Understanding the role of brand characteristics in WOM is critical for marketers and marketing scholars to maximize the impact of WOM in branding activities. The current study aims to fill this gap by examining the role of brand characteristics as a moderator between the WOM valence and consumers’ attitudes toward co-brands. The results revealed that with co-brand characteristics highly related to the social and emotional drivers, the favorable effect of positive WOM on consumers’ attitudes was signifi cantly higher than that with cobrand characteristics less related to the social and emotional drivers. On the other hand, with co-brand characteristics less related to the social and emotional drivers, the negative effect of negative WOM on consumer’s attitude was significantly higher than that with cobrand characteristics highly related to the social and emotional drivers. The results indicate that marketers should make efforts to impress consumers by developing and emphasizing new co-brand characteristics associated with the social and emotional drivers.

대형 할인 매장 스포츠 용품 소비자의 소비 행동과 구매 결정 요인에 관한 연구

권오성(Kwon o-sung),김미향(Kim mee-hyang) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2

본 연구는 대형 할인 매장 스포츠 소비자의 인구통계학적 특성에 따른 구매 용품 종류 및 구매 특성을 파악하고 이에 따른 스포츠 용품 구매 결정 요인의 차이를 규명하여 스포츠 용품 산업 발달에 필요한 실증적 자료를 제공하는데 있다. 본 연구의 대상은 서울, 인천, 수원, 분당, 일산에 위치한 5개 지역의 C 대형 할인 매장 이용자를 모집단으로 설정하고, 임의 표집법을 이용하여 565명의 자료를 수집하였다. 본 연구에 사용된 조사 도구는 Mullin 등(2000)과 박영옥 등 (1998)의 스포츠 산업 분류에 근거하여 스포츠소비자 유형을 분류하고 소비 행동 특성을 조자하였고, 구매 결정 요인은 김수잔 등(2002), 이승철 등(2002)과 이종호ㆍ최종필(2001)의 연구에서 사용된 바 있는 설문지를 토대로 문항을 작성하여 사용하였다. 설문지는 자기평가 기입법으로 작성하였고, 자료 처리는 Windows용 SPSS 10.07 Version을 이용하여 신뢰도 분석, 요인 분석, 교차 분석, 일원변량 분석을 실시하였다. 이와 같은 자료 분석의 방법과 절차를 통하여 다음과 같은 결론을 얻었다. 첫째, 대형 할인 매장 스포츠 용품 소비자의 인구통계학적 특성에 따른 소비 행동에는 차이가 있었다. 스포츠 참여 형태에 띠라 살펴보면, 관람 참여자가 성별, 연령별, 직업별, 소득 수준별 분류에서 직접 참여자보다 많은 수를 나타냈다. 스포츠 용품의 구매 종류는 성별, 연령별, 학력 수준별, 직업별, 가계 소득별 분류에서 대형 할인 매장 소비자들은 신발을 가장 많이 구매하는 것으로 나타났다. 스포츠 용품 구매 시 고려 사항은 성별, 연령별, 학력 수준별, 직업별, 가계 소득별 분류에서 대형 할인 매장 소비자들은 제품의 질을 가장 우선적으로 고려하는 것으로 나타났다. 둘째, 대형 할인 매장 스포츠 용품 소비자의 소비 행동 특성에 따른 구매 결정 요인에는 차이가 있다. 스포츠 참여 형태에 따른 분류에서 구매 편의성 요인에서, 스포츠 용품 구매 종류에 따른 분류에서는 구매 편의성 요인과 상품의 전문성 요인에서, 구매 시 고려 사항에 따른 분류에서는 상표 의존성 요인, 구매 편의성 요인, 상품의 전문성 요인에서 통계적으로 유의미한 차이를 나타냈다. The purpose of this study was to offer empirical datum for sports products industry development by construing of consumers' behaviors characteristics of sports products and identifying the difference of purchase decision factors of sports products according to consumers' behaviors characteristics through the analysis of purchase decision factors of sports products according to consumers' behaviors characteristics. The entire population of pollee in this research was consumers of C super super-markets in Seoul. In-chon, Su-won, Bun-dang and Il-san. The datum of 565 persons were collected by convenience sampling method. For examination of this study, consumers' behaviors characteristics based on sports industry classification of Mullin(2000) and Park, Young Ok(1998) were examined for the factors of purchase decision, This study was adapted and utilized the survey used by Kim, Su San(2002), Lee, Seng Chul(2002) and Lee Jong Ho(2001). The survey was worked out using self-administration method. Using SPSS 10.07 version for windows as materials management, This study was executed reliability analysis, factor analysis, cross-tab analysis and one-way ANOVA. The conclusion is as following; First, there is difference in consumers' behaviors according to demographic characteristics of sports products consumers. According to sports participation conformation, there were more participators who sport directly than audience participators in the classification of sex, age, job and income. The consumers of big discount markets purchased shoes the most in the classification of sex, age, school. year, job and income. The consumers of big discount markets considered the quality of products the most in the classification of sex, age, school year, job and income. Resent corroborated data about how the ski manias' experience reveals on the flow and the grounded theory approach. To explain more exactly, the study adopted both of the quantitative and qualitative methods. Second, there is difference in purchase decision factors of sports products according to behaviors characteristics of sports products consumers. In the classification according to sports participation conformation, the factors of sports products purchase decision showed meaningful difference statistically in the factor of purchase convenience. In the classification according to sports products purchase kinds, it showed difference in the factor of purchase convenience and product specialty. In the classification according to purchase consideration, it showed difference in the factor of brand name dependency, purchase convenience and products specialty.