스포츠 의류 소비자의 라이프스타일과 의복쇼핑성향이 재구매의도에 미치는 영향

초록

The purpose of this study was to examine whether the lifestyle and clothing shopping orientation of sport-wear consumers would make any differences to their repurchase intention. The subjects in this study were 270 people who enjoyed sport-for-all in urban and rural communities in Gangwon Province. They were selected by convenience sampling, and the collected data were analyzed by the statistical package 13.0. Statistical data on frequency and percentage were obtained, and reliability analysis, correlation analysis and multiple regression analysis were utilized. The findings of the study were as follows:First, as a result of analyzing the correlation of the lifestyle and clothing shopping orientation of the sport-wear consumers and their repurchase intention, there was a positive correlation. Second, the subfactors of the lifestyle of the sport-wear consumers that involved appearance orientation, self-development orientation, socializing orientation, economy orientation and luxury brand orientation turned out to affect their clothing shopping orientation. Third, the subfactors of the lifestyle of the sport-wear consumers that included appearance orientation, self-development orientation, socializing orientation and luxury brand orientation turned out to have an impact on their repurchase intention. Fourth, the subfactors of the clothing shopping orientation of the sport-wear consumers that involved pleasure seeking, individuality seeking and convenience seeking turned out to exert an influence on their repurchase intention.s

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