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        스포츠 소비자의 스키용품 구매행동에 관한 연구

        이창민(Lee Chang Min),최택진(Choe Taeg Jin),김성훈(Kim Seong Hun),이병관(Lee Byeong Gwan),심재영(Sim Jae Yeong) 한국사회체육학회 2003 한국사회체육학회지 Vol.20 No.1

        For the purpose of reinforcing competitive power with foreign enterprises, this study is aimed at offering materials required to establish efficient marketing strategies by analyzing Korean ski consumers` consumptive behaviors. According to this, by using Convenience Sampling Method, I selected as the object of the survey 600 among skiers who visited J Skiing Ground and L Skiing Ground located in Gyunggi-do in the 2002-2003 season, distributed questionnaires to them, performed a survey by interview to them, and analyzed 521 skiers` behaviors of purchasing goods for skiing. As the result, I could obtain the following conclusions. First, for the considerations when sports consumers purchased goods for skiing, there occurred statistically significant differences, in price, in sexes, ages, experiences and dates of using them, in design and color tone, in ages, experiences, dates of using them and skiing levels, in practicality and convenience, in ages, income levels, experiences and dates of using them, in manufacturers and their brands, in ages, income levels, experiences, dates of using them and skiing levels, and, in fashion, in ages, income levels, experiences, dates of using them and skiing levels. Secondly, for the final determinants when they purchased goods for skiing, as a whole, practicality and convenience were shown to be highest. There occurred statistically significant differences in all parts except sexes. Thirdly, for the places when they purchased goods for skiing, it was indicated that, as a whole, they purchased them most in an exclusive skiing shop. There occurred statistically significant differences in all parts.

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