등산 참가자 특성에 따른 등산복 구매행동에 관한 연구 = (A) Study on Mountaineering Clothing Purchase Behaviors by Mountaineers' Properties

다국어 초록 (Multilingual Abstract)

The purpose of this study is to subdivide and analyze the market for consumers who purchase mountaineering clothing in order to determine differences in mountaineering clothing purchase behaviors and to investigate differences in purchase behaviors by mountaineering clothing brand preference in order to provide businesses producing mountaineering clothing with data to set an efficient marketing strategy.
For this purpose, this study made a population consisting of 200 adults, regardless of gender, who resided in Seoul and had experience in mountaineering.
To collect data necessary for this study, a draft questionnaire was made by revising and complementing questions used by Seo (2003), Jeong (2003), and Choe (2004); then, the questionnaires were distributed to subjects, who then gave a response through a self-administration method. Data analysis was carried out by using the SPSS 12.0 program, along with cross-tabulation analysis to examine purchase behaviors by general properties and multiple-response frequency and cross-tabulation analyses to examine purchase behaviors by brand preference.
From this process to determine differences in mountaineering clothing purchase behaviors by general properties of consumers who purchase mountaineering clothing and to examine purchase behaviors by brand preference, the following conclusions were drawn.
First, as for mountaineering clothing consumers' general properties, there was no difference in purchase motives by gender, age, marital status, the number of mountaineering, and the level of mountaineering because purchasers are mostly motivated by their own recommendation while there were differences by the educational level, monthly income, objectives of mountaineering, and the type of mountaineering.
Second, as for mountaineering clothing consumers' general properties, there was no difference in purchase information by gender, age, the educational level, marital status, monthly income, the number of mountaineering, objectives of mountaineering, and the type of mountaineering while there were differences by the level of mountaineering.
Third, as for mountaineering clothing consumers' general properties, there was no difference in selection factors by gender, age, the educational level, marital status, monthly income, objectives of mountaineering, the level of mountaineering, and the type of mountaineering while there were differences by the number of mountaineering.
Fourth, as for mountaineering clothing consumers' general properties, there was no difference in purchase places by gender, age, the educational level, marital status, the number of mountaineering, objectives of mountaineering, the level of mountaineering, and the type of mountaineering while there were differences by monthly income.
Fifth, as for mountaineering clothing consumers' general properties, there was no difference in payment types by age, the educational level, objectives of mountaineering, and the level of mountaineering. Whereas, there were differences by gender, marital status, monthly income, the number of mountaineering, and the type of mountaineering.
Sixth, as for mountaineering clothing consumers' general properties, there was no difference in satisfaction by any property.
Seventh, as for mountaineering clothing consumers' general properties, there was no difference in satisfaction factors by gender, the educational level, marital status, monthly income, the number of mountaineering, objectives of mountaineering, the level of mountaineering, and the type of mountaineering. Whereas, there were differences by age.
Eighth, as for mountain-climbing boots, K2 got the highest brand preference, followed by Kolon and Treksta. As for mountaineering pants, K2 got the highest brand preference, followed by Kolon and North Face; mountaineering shirts, jackets, and vests all showed the same ranking as pants.
Ninth, there was no difference in purchase motives, purchase information, selection factors, purchase places, payment types, and satisfaction factors by brand preference for mountaineering boots, pants, shirts, jackets, and vests; therefore, there was no correlation between mountaineering clothing brand preference and purchase behaviors.

목차 (Table of Contents)

• 목차 = 1
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 및 목적 = 1
• 2. 연구가설 = 4
• 3. 연구의 제한점 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 구매행동 = 6
• 2. 브랜드 선호도 = 8
• 3. 등산복의 기능과 종류 = 10
• Ⅲ. 연구방법 = 12
• 1. 연구대상 = 12
• 2. 조사도구 = 12
• 3. 조사방법 = 13
• 4. 자료처리 = 13
• Ⅳ. 연구결과 및 논의 = 14
• 1. 일반적 특성과 구매행동 = 14
• 1) 일반적 특성과 구매행동의 연구결과 = 14
• 2) 논의 = 34
• 2. 등산복 브랜드에 대한 선호도와 구매행동 = 36
• 1) 등산복 브랜드에 대한 선호도와 구매행동의 연구결과 = 36
• 2) 논의 = 49
• Ⅴ. 결론 = 52
• 참고문헌 = 54
• 부록 = 57
• ABSTRACT = 64