대학생의 레저스포츠용품 구매행동 분석 = The Analysis on the University Students' Purchase behavior toward Leisure-sports Goods

다국어 초록 (Multilingual Abstract)

The purpose of this study was to understand university students' purchase behavior toward leisure-sports goods.
The following conclusion was from this survey by conducted questionnaire and was analyzed,344 subjects are university students (155 male, 189 female) who are in 2 universities in Busan.
1) In the university students' purchase attitude toward the leisure-sports goods, most students showed the response that the attitude toward the domestic or foreign leisure-sports goods was that anything would do, but preferred foreign goods to domestic goods, it was because of the quality, color and design. The preference to the domestic goods was due to the low price. And the domestic goods needed improvement in quality, color and design.
2) In the university students' purchase behavior toward the leisure-sports goods, purchasing the shoes was highest, The purchasing factor resulted from the brand image. After purchasing the goods, satisfaction factor showed that as a whole the students were satisfied with quality, brand value, color, design, practicality and convenience but dissatisfied with the price.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 연구결과
• Ⅳ. 논의
• Ⅴ. 결론
• 참고문헌