확장된 계획행동이론을 통한 애슬레저 의류 구매결정요인에 관한 연구

Abstract

Purpose: The purpose of this study is to find determinants of consumer’s decision to purchase athleisure-wear. To do so, the study applied the extended theory of planned behavior. Method: The subjects of this study were 244 people purchasing athleisure-wear. This study used exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis and multiple regression analysis. Results: The results of this study are as follows. 1) Hypothesis 1, there was a structural relationship between attitude towards athleisure-wear and purchase intention. 2) Hypothesis 2 and 3 were rejected. 3) Hypothesis 4, there was a structural relationship between consumer lifestyle and attitude towards athleisure-wear. 4) Hypothesis 5, there was a structural relationship between past purchase behavior and attitude towards athleisure-wear. Conclusion: In summary, the findings in this study confirm that key factors influence the purchase intention of athleisure-wear. Therefore, Based on these key factors, marketing for consumers who purchase athleisure-wear needs to be considered.