스포츠 관여도에 따른 등산복 소비자의 구매행동 분석 연구

Abstract

The purpose of this study was to provide basic information of STP strategies through analysis on consumer behaviors of outdoor sportswear based on the level of sport involvement. Using the convenient sampling method, survey data were collected from 463 respondents who participated in 4 mountains located in Seoul. With the collected data, Cross table analysis and Khai square analysis have been applied to research the differences for purchasing the outdoor sportswear and ‘one-way ANOVA’ has been applied to research the differences in purchasing decision factors, re-purchasing intent among 3 groups. As a result, the following conclusions were drawn ; First, there were significantly differences in preferring brand, information sources, purchasing place. Second, the differences of purchasing decision factors were significantly showed. Third, the difference of repurchasing intent also was significantly showed.