확장된 계획행동이론을 통한 애슬레저 의류 구매결정요인에 관한 연구Analyzing Key Factor influencing The Purchase intention of Athleisure-wear using the Extended Theory of Planned Behavior
- Other Titles
- Analyzing Key Factor influencing The Purchase intention of Athleisure-wear using the Extended Theory of Planned Behavior
- Authors
- 박세림; 양도업; 배상우
- Issue Date
- 2021
- Publisher
- 한국사회체육학회
- Keywords
- athleisure-wear; purchase intention; extended theory of planned behavior
- Citation
- 한국사회체육학회지, no.85, pp.93 - 103
- Indexed
- KCI
- Journal Title
- 한국사회체육학회지
- Number
- 85
- Start Page
- 93
- End Page
- 103
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/144749
- DOI
- 10.51979/KSSLS.2021.07.85.93
- ISSN
- 1229-358X
- 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.
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Collections - College of Culture and Sports > Sport Business in Division of Global Sport Studies > 1. Journal Articles
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