국산 브랜드 배드민턴웨어 제품속성에 대한 중요도와 만족도 인식 및 재구매의사에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to provide strategic basic data for growth and development of domestic badminton wear market by examining improvement factors from consumer’s recognized importance and satisfaction of domestic brand badminton wear’s product attributes, focusing on members of badminton club. For this purpose, a survey was conducted to a badminton club members living in Seoul and Gyunggi󰠏Do area, who have purchased and used domestic brand badminton wear. 230 questionnaires were distributed and retrieved using the convenience sampling method. Among 230 questionnaires, 218 questionnaires were used for the final analysis, except for 12 with unreliable or inadequate responses.
Data processing is done with IBM SPSS ver. 25.0. Specifically, frequency analysis, factor analysis, reliability analysis, independent sample t󰠏test, ANOVA, regression analysis, and IPA analysis were performed. The results of the research confirmed through the analysis are as follows.
First, as a result of the IPA matrix analysis, it was revealed that the quality factor is located in the first quadrant (Keep Up Good Work); the trend factor is located in the fourth quadrant (Possible Overkill); the purchase management factor is located in the third quadrant (Low Priority); the detailed questions composes the product attributes are included in all areas.
Second, the domestic badminton club member’s current state of use of domestic badminton wears by brands were investigated. As a result of analysis regarding the product attributes, it was revealed that there was a significant difference between the groups. There was also a significant difference as a result of overall satisfaction and repurchase intention.
Third, there was a statistically significant difference in the difference in the importance and satisfaction of the domestic brand badminton wear product attributes. Also, there were significant differences in all factors: quality factor, trend factor, and purchase management factor.
Fourth, as a result of examining the effects of domestic brand badminton wear product attributes on overall satisfaction and repurchase intention, it was revealed that there were significant differences in all factors: quality factor, trend factor, and purchase management factor.
Finally, as a result of examining the importance and satisfaction of the domestic brand badminton wear product attributes according to the demographic characteristics, it was revealed that there was a significant difference in the trend factors according to the number of weekly exercise in the importance of product attributes. Also, there was a significant difference in quality and trend factors by age.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 및 목적 1
• 2. 연구 문제 5
• 3. 용어의 정의 6
• 4. 연구의 제한점 7
• Ⅱ. 이론적 배경 9
• 1. 생활체육 배드민턴 9
• 2. 국산 브랜드 11
• 3. 스포츠웨어 13
• 4. 제품속성 15
• 1) 제품속성의 개념 및 기능 15
• 2) 제품속성 요인 구성 16
• 3) 제품속성 요인 내용 17
• 5. 소비자 구매행동 18
• 6. IPA(Importance-Performance Analysis) 분석 19
• 1) IPA기법의 개념 19
• 2) IPA 매트릭스 20
• 3) IPA의 분석절차 21
• Ⅲ. 연구방법 23
• 1. 조사대상 23
• 2. 조사도구 26
• 3. 조사절차 31
• 4. 자료처리 32
• Ⅳ. 연구결과 33
• 1. IPA 분석을 통한 국산 브랜드 배드민턴웨어 제품속성 33
• 2. 국산 브랜드 별 배드민턴웨어 제품속성의 중요도 및 만족도 39
• 3. 국산 브랜드 배드민턴웨어 제품속성에 따른 중요도와 만족도 42
• 4. 제품속성에 따른 중요도와 만족도 인식 간 차이 분석 결과 44
• 5. 제품속성에 대한 만족이 전체만족 및 재구매의사에 미치는 영향 47
• 6. 인구통계학적 특성에 따른 중요도 및 만족도 인식 50
• Ⅴ. 논의 57
• 1. 제품속성에 대한 IPA매트릭스 분석 57
• 2. 브랜드 별 제품속성의 중요도 및 만족도 60
• 3. 제품속성에 따른 중요도와 만족도 61
• 4. 제품속성의 중요도와 만족도 간 차이 62
• 5. 제품속성에 따른 전체만족도 및 재구매의사 62
• 6. 인구통계학적 특성에 따른 제품속성의 중요도󰠏만족도 인식 63
• Ⅵ. 결론 및 제언 65
• 1. 결론 65
• 2. 제언 67
• 참고문헌 68
• ABSTRACT 75
• 부록(설문지) 77