라이프스타일에 따른 휘트니스웨어의 추구혜택과 구매행동에 관한 연구 = Benefits Sought and Purchasing Behavior of Fitness Wear Related to Life Style

국문 초록 (Abstract)

한글초록 : 휘트니스 시장이 확대되고 이에 따라 휘트니스웨어 시장도 확대되고 있다. 그러나 이에 대한 연구는 부족한 실정이므로 휘트니스웨어와 소비자 행동을 분석하는데 연구의 의의가 있다

국문 초록 (Abstract)

영문초록 : Fitness market in Korea is getting bigger and various active sportswear brands are extending its field to professional fitness wear, however, studies about fitness wear have not done so far. Therefore, this study aims to analyze consumer's lifestyle, the benefits sought of fitness wear and to see how the lifestyle influences to fitness wear benefits sought, fitness involvement, fitness activity and fitness wear purchasing behaviors.The object of the study are as follows;First, examine the effect of lifestyle upon benefits sought of fitness wear.Second, examine the effects of lifestyle on fitness activity involvement.Third, examine the effects of lifestyle on fitness activity.forth, examine the effects of lifestyle onto fitness purchasing behavior.Fifth, examine the influences of demographic variables on lifestyle. The results of this research were as follows.64.1% of the respondent is taking part in fitness activity at least twice per a week and the purpose is turned out to be health-related one like losing weight or promotion of health in most of the cases. 34% of respondent answered that purchasing is occurred once in every 6 month to one year and annual amount of money is less than 100 thousand one.Lifestyle is classified as inovativeness orientation, friendship/leadership orientation, community participating orientation, fashion interest orientation, culture consumption orientation, passive leisure orientation. Benefits sought is classified into 4 factors such as individuality/ attractiveness, function/comfort, conformity/confidence, brand-oriented /trendy. innovativeness orientation and friendship/leadership orientation among 6 lifestyle factors appeared to be the most important factors which influence every dependent variable except function/comfort. and they influence upon the annual amount of purchasing.Fitness involvement divided into fitness information involvement and fitness effect involvement and lifestyle has significant effect on them. A person who participates in social activity often has high concern toward fitness information and a person whose personal relationship is very active and has leadership is tend to care about benefits he can get by doing fitness activity. lastly, demographic variables such as income, marital status and age effect on lifestyle and especially income influences upon inovativeness orientation