스포츠 관여도에 따른 등산복 구매자의 소비 행동 분석

다국어 초록 (Multilingual Abstract)

The purpose of this study was 1) to identify differences in customers' behaviors of 3 groups(that is high, intermediate, low involvement groups) purchasing outdoor sportswear classified by the level of sport involvement 2) to suggest basic information for differentiated marketing strategies according to respective groups. To meet this objective, the study was employed a questionnaire, where ‘sport involvement and consumer behaviors’ consisted of questions about consumers' level of interest in mountaineering. The questionnaire's validity was evaluated by experts, and the Cronbach value was deemed to be reliable. Out of 500 mountain-climbers who have at least once purchased a outdoor sportswear, 463 persons exactly responded. They were selected from 4 mountains located in Seoul. And Cross table analysis, frequency study and Khai square analysis have been applied to research the differences for taking part in mountain, purchasing the outdoor sportswear among 3 groups classified by the level of sport involvement and ‘one-way ANOVA’ has been applied to research the differences for factors of purchasing decision, purchasing interest, intention of re-purchasing among 3 groups. using SPSS/PC version 12.0+. As a result, the following conclusions were drawn :
First, after verification the differences of participating in mountains among 3 groups based on the level of sport involvement, they showed significantly differences in average number of visit, period, type of mountaineering, purpose.
Second, purchasing traits among 3 groups were significantly showed differences in preferring brand, information sources, amount of outdoor sportswear, place of purchase.
Third, the analysis for purchasing interests among 3 groups through the average and standard deviation under descriptive statistics, the high involvement group was the highest points and the differences of purchasing interests among 3 groups under one-way ANOVA were significantly showed.
Forth, in case of the high involvement group, functionality is the most important factor for purchasing decision and the next places were practicality and service in order. In case of intermediate involvement group, important factors for purchasing decision was the very same with the high involvement group. Also as of the low involvement group, important factors for purchasing decision were functionality, practicality and aesthetic trait in order. and the differences of purchasing decision factors among 3 groups under one-way ANOVA were significantly showed.
Fifth, the analysis for repurchasing intent among 3 groups through the average and standard deviation under descriptive statistics, the high involvement group was the highest values and the differences of repurchasing intent among 3 groups under one-way ANOVA were significantly showed.
In conclusion, it has the difference in customers’ behaviors to purchase the outdoor sportswear classified by the level of sport involvement. The high involvement group has statistically differences in purchasing traits, purchasing interests, factors for purchasing decision and repurchasing intent from the others. In case of purchasing traits, the high involvement group prefers to domestic brand unlike other groups and has many outdoor sportswear than the others. Also in case of purchasing interests, the high involvement group is higher than other groups. And functionality is the most important factor for purchasing decision and the next places were practicality and service in order. Finally, repurchasing intent the high involvement group is also the highest among 3 groups.
Thus, to make a profit and efficient management, the corporations which made outdoor sportswear have to perceive who groups are highly interested in mountaineering and what patterns about the spending they have. After performing these, they have to grasp the groups’ needs, how groups act and how competitors behave for the customers. And then they can make a differentiated marketing strategy to meet customers’ needs for achieving objectives.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 6
• 3. 연구 가설 7
• 4. 용어의 정의 8
• Ⅱ. 이론적 배경 9
• 1. 스포츠시장과 소비자 9
• 1) 스포츠시장 9
• 2) 스포츠소비자 10
• 2. 아웃도어 스포츠웨어 시장의 현황과 경향 12
• 3. 시장세분화 16
• 1) 시장세분화의 정의와 전제조건 16
• 2) 시장세분화의 기준 18
• 3) 시장세분화의 효과 26
• 4. 관여도 27
• 1) 관여도의 개념 27
• 2) 관여도의 분류와 결정요인 29
• 3) 스포츠와 관여도 31
• 4) 관여도의 측정 34
• 5. 스포츠 소비자행동 35
• 1) 구매결정요인 35
• 2) 소비자 구매결정과정 37
• 3) 소비자 구매결정 영향요인 40
• Ⅲ. 연구 방법 44
• 1. 연구대상 44
• 2. 연구도구 47
• 1) 스포츠 관여도 47
• 2) 등산의 참여특성 47
• 3) 등산복 소비자 구매특성 47
• 4) 등산복 소비자 구매결정요인 47
• 5) 등산복 구매 관심도 47
• 6) 등산복 재구매의사 48
• 3. 예비조사 49
• 1) 설문지의 타당도 및 신뢰도 49
• 4. 자료수집 및 자료처리 52
• Ⅳ. 결과 및 논의 54
• 1. 관여도에 따른 집단별 등산복 소비자 유형 분류 결과 54
• 2. 관여도에 따른 집단별 등산 참여특성 차이 58
• 1) 관여도에 따른 집단별 월 평균 등산 참여 회수 차이 58
• 2) 관여도에 따른 집단별 등산 경력 차이 59
• 3) 관여도에 따른 집단별 등산 참여 형태 차이 60
• 4) 관여도에 따른 집단별 등산 참여 목적 차이 61
• 3. 관여도에 따른 집단별 등산복 구매특성 차이 63
• 1) 관여도에 따른 집단별 등산복 선호 상표의 차이 63
• 2) 관여도에 따른 집단별 등산복 소유 상표 현황 66
• 3) 관여도에 따른 집단별 등산복 정보원 차이 68
• 4) 관여도에 따른 집단별 등산복 구매 비용 차이 70
• 5) 관여도에 따른 집단별 등산복 소유량 차이 73
• 6) 관여도에 따른 집단별 등산복 구매 장소 차이 75
• 4. 관여도에 따른 집단별 등산복 구매 관심도 차이 77
• 5. 관여도에 따른 집단별 등산복 구매결정 요인 차이 79
• 6. 관여도에 따른 집단별 등산복 재구매의사 차이 83
• Ⅴ. 결론 및 제언 86
• 1. 결론 86
• 2 . 제언 89
• 참 고 문 헌 91
• 부 록 104
• ABSTRACT 111