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Exploring Determinants of Outdoor Shoes Purchase
김대환,Chaoyu Yin,김대희 한국체육학회 2022 International journal of human movement science Vol.16 No.2
The purpose of the present study was to determine the factors influencing the purchase of outdoor footwear using Importance-Performance Analysis (IPA). For the purposes of this study, we focused on Busan residents of the MZ generation who have previously purchased outdoor activity footwear. Based on a convenience sampling method, a survey developed using Qualtrics Survey software was distributed to 630 participants, and 600 cases were included in the final analysis. In the first quadrant, the brand and function factors were more prominent than other factors, whereas customer service was more prominent in the second quadrant. Additionally, the promotion and design factors were more prominent in the third quadrant than other factors, whereas price and function were more prominent in the fourth quadrant. The current study provides meaningful insight into which outdoor shoe attributes play a significant role in the purchasing decisions of MZ generation consumers, thereby assisting sports marketers in developing effective and efficient product strategies to compete in the outdoor shoe market.