아웃도어웨어 소비자의 사회적 가치관이 아웃도어웨어 추구혜택 및소비행동에 미치는 영향

초록

Recently, there has been growing social interest in culture of consumption and consumer’s consumption behavio. In Korea, many people wear high-priced outdoor clothign not only to express their social position , but also to distinct themselves from others. However, there isli ttle explicit research about how social value s affect outdoor clothing benefits sought and customer’s behavio.r Thus, this paper focuses on how social va-l ues of participating in outdoor activity affect their outdoor clothing benefits sought and consumption behavior, considering that there have been some changes of customers’ values with the change in the social and cultural context of sports. Data were collected by 320 participating ino utdoor activity, using questionnaires. Collected data were analyzed by SPSS version 19.0 version. The results of this study are summarized as follows. First, the social value of the outdoor clothing consumer affects outdoor clothing benefits sought. Second, the social value of outdoor clothing consumer partially affects customer behvaiors. Third, outdoor clothing benefits sought affects customer behaviors. Results are discussed and recommendations for the future are provided

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