Sportswear Purchase Decision Factors and Brand Preference among College Students

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1 w wz J. Kor. Soc. Cloth. Ind. 11«y, 9 Vol. 11, No., pp (9) w sd y ½»w ûw w Sportswear Purchase Decision Factors and Brand Preference among College Students Kim, Ki-han School of Sport Kinesiology, Yeungnam university; Gyeongbuk, Korea Abstract : The purpose of this study was to examine the sportswear purchase decision factors and brand preference of college students. The subjects in this study were 1 college students who were selected by cluster random sampling from Daegu and North Gyeongsang Province. The collected data were analyzed by crosstab analysis, and the findings of the study were as follows: If a sportswear company has college students as a target market, first, the company needs to consider design and utility. Second, the company needs to expand internet sale while maintaining a strategy for centering on speciality shop and department store as for a sale of sportswear. Third, the college students themselves have a right of choice according to purchasing sportswear. Thus, a distribution company requires a direct marketing strategy targeting college students. Fourth, simple design of adding a fashion trend is needed. Fifth, the sportswear company needs to expand production and sale in jumpers and trousers based on T-shirts. Sixth, color in sportswear needs to be composed of design based on gray or black color. In order for a sportswear company to be adjusted to the global market environment here after, it requires an effort to continuously grasp consumers trend and to apply new design and color. Also, the company will be able to be equipped with competitive edge by producing diversely functional products that are demanded by the segmented market. Key words: sportswear, design, brand preference, awareness, functional products 1. 19» z y, ƒ ƒ, w, w w y y q j w eš. p sd 19» ¾ w ƒ w w e wù sƒ(horn & Gurel, 191)š. sdy xz Á ù p wwš z, y, e w w wš (½k, ). 5 wù sd» vk ë w w»ƒ. w y w x ùkù p wš w y sd y ƒ(, ). sd y w sdt ü f w t. t sdƒ ù m mw Corresponding author; Ki-han Kim Tel , Fax somatic@ynu.ac.kr ü š, ü sd t w t ùküš ƒ wš (x, 3). w sd ƒ w ƒ j š š, w ƒ,, q, w, w, g r w wš w. s d y»» w, w sd ƒ w w fq sd t wg» sƒw (½»w, 5). w 19 t 199 y z š w w x sd w ùkùš. ful TV Ÿš wš t w ƒ w» w w» w, û d ƒ¾ ñƒ w wš. w t k w y» ƒ sd p x wš (y, 3). sd ƒ d yw ƒ 53

2 5 w wz 11«y, 9 psd, sde, l, k» q x š (», 1999). sd y y v, Pride and Ferrell(1991) y tù w ƒ w ù š w. x (3) w y w qwš» w w œw, y»z ywš ý š w. w Stotlar(1993) w š fq w v ûwù w w w š w. ù y mw w fq w š ñý. x (3) y mw y, y, y, w y w š. w t wš»» m y w ƒ š. ¾ sd ƒ wš, w w ƒ. sd d w w sd w y ƒ t w w qw. sd m vw» œw...1. sd (1995) sd j sdy ww» y p sd(active sportswear) sd w rw rll sd(spectator sportswear) ùš. Stone() sd rd(separates) qd (pants), p(shorts), k(tops), l(sweaters), fp(skirts), f(jackets), e (casual dresses), vp(jumpsuits) k y rll sd, p (swimwear), l(tennis dresses), p(running suits), j(cycling shorts), ü(exercise apparel), j(skiwear) sd wù» wš. sd» t w» ywš, y p ü». w t w y wƒ rw ƒ ƒš, mw w q ƒš. w p sd kw w. sd w w,,», t p. w w w p t w d s t š, ƒ ƒ (, ). sd p,»,, q š, ƒ d yƒ wš w. w w w» y w vƒ... sd sd ƒ ƒ. () wš., ƒ. xz y»» w» w y ƒ ë. w y x p w ùküš, œ y yƒ g ƒ ûš w. ƒy ƒ» j»zƒ ƒ w w ùkùš., sdy yy w» yš w.» sdy w. ù w g, sdy y ƒ. sdy v,, ƒ š üs y y ƒ, 19 w vsd sd x yšw. w w sd w Ÿš sd sd w wj ƒ. w» sd wk œw. w» w ƒ š, wƒ š y» wk t, t, t,» ü, w ƒ š..3. sd w sd w r, z w sdy w ƒ š sd w w ƒ w š. y(3) q sd w w w z ùkùš š šwš, ()

3 w sd y 55 sd p e w» ƒ w e š šwš. x (3) ƒe sd xk sƒ w zd sd xk û w ƒ š, zd d w ƒ d wd š, zd wd d w šwš, y() Ášw sd y k» w y k» w ƒ š. w wû() v k û sq,, k, kx, k šwš, û šw šwš. w w, w œ sd y ù kú ƒw sd.. œ sd. 3. sd y.. œ sd y x Ÿ Table 1. p N % û z w wš w w w, Ÿ w w w ƒ w 1 t w. w s,, zw w qw 3 w. w w 1( ûw: 3<5.%>, w: 9<7.%>) kw.. w sd y w» w w, w sd wœ mw w wš ük w. sd w» w w šw, w w w. x (3), ½k(), y() šw ƒ ü z w. zá w w w ƒ w k w, sd w w, yw x 1w. 9 w. 3.. w w š w. š w w» w ƒ w. ƒ w w, x z w. š t 3 w, 5~1 m w. ª w ü w wš»sƒ»(self-administration method).» 7, Table. w ü w zá w, œ w sd 1. sd ƒ š w. sd 3. sd k ƒ. sd ƒw k 5. sd ƒ w t. sd ƒ yw w y 1. ƒ yw sd 1w 9w

4 5 w wz 11«y, 9 w qw», rw» g SPSS/WIN Program v. 1. yw yy(coding)w, yw» w d (missing value), (max), (min) w. š w.., w» w (frequency analysis) w., zá w sd y w» w m χ w., p<.5 w...1. w sd.1.1. sd šw <Table 3> sd šw w. sd šw χ 1.53 ùkû, m w ƒ. û (3.%), (15.5%), ƒ (1.%), (.1%), (.5%) ù kûš, (1.%), (%), (.%), ƒ (.%), (.%) ùkû. œ Table 3. sd šw N=1 sd šw ƒ œ n % n % m n % n % z n % n % n % n % m df= χ =1.53 p= df=1 χ =3.1 p= sd šw χ 3.1 ùkû m w ƒ. (3.%), (%), (9.5%), ƒ (7.%), (1.1%) ùkû, (1.5%), (15.%), ƒ (9.%), (7.7%), (.%) ùkû. z (1.5%), (17.3%), ƒ (9.%), (7.7%), (3.%) ùkû, (73.1%), (13.5%), ƒ (5.%), (5.%), (%) ùkû. š (.7%), (1.%), ƒ (.7%), (.7%), (%) ùkû..1. sd <Table > sd w. sd w χ. ùkû, m w ƒ. û (5.%), l(.%), y(7.5%), x p(.5%),»k(%) ùkûš (9.%), y(19.9%), xp(.%), l(.7%),»k (.1%) ùkû. œ sd w χ 3 ùkû m w ƒ. (5.3%), l(15.%), y(1.%), xp(.%),»k(.1%) ùkû, (.%), l(.5%), y(7.%), xp(.5%),»k(3.%) ùkû. Table. sd N=1 sd y xp l»k œ n % m n % n % n % z n % n % n % m n % df= χ =. p= df=1 χ =3 p=

5 w sd y 57 z (1.5%), l(19.%), y(17.3%), xp(%) ùkû, (7.9%), l(13.5%), y(5.%), xp(%),»k(%) ùkû. š (7.%), y(1.7%), xp(1.%), l(%) ùkû sd k«<table 5> sd k«w. sd k«χ.51 ùkû, m w ƒ. û (9.7%), e (5.%), (3.1%), (.%) ùkû, (9.%), (.%),»k(.7%), (.7%), e (.7%) ùkû. œ sd k«χ 37.5 ùkû, m w ƒ. (.%), (7.%), e (3.%),»k(1.1%) ùkû, (.1%), (7.7%), e (5.1%),(.%),»k(.%) ùkû. z (9.%), e (3.%), (%) ùk û, (9.1%), e (%) ùkû. š (9%), (%),»k(%) ùkû..1.. sd šw k <Table > sd šw Table 5. sd k«n=1 sd k«e»k œ n % n % m n % n % z n % n % n % n % m df= χ =.51 p= df=1 χ =37.5 p= Table. sd šw k N=1 sd šw k q ƒ w w ùwš r ƒ ƒ w û n % n % n % m n % n % z n % n % n % n % m df=3 χ =.75 p= k. sd šw k χ.75 ùkû m w ƒ. û ùwš q ƒw (7.%), rw (.%), w (.3%), ƒ ƒ (.5%) ùkû. ùwš rw (51.%), q ƒw (.5%), ƒ ƒ (1.%), w (1.%) ùkû. œ sd šw k χ 9.3 ùkû, m w ƒ. q ƒw (53.%), ùwš rw (.%), ƒ ƒ (3.%), w (3.%) ùkûš ùwš rw (59.%), q ƒw (3.%), w (3.%), ƒ ƒ (.%) ùkû. z ùwš rw (53.%), q ƒw (.3%), w (3.%) ùkûš q ƒw (53.%), ùwš rw (.%) ùkû. š ùwš rw (.%), q ƒ w (3%), ƒ ƒ (%), w (3.%) ùkû ƒ w sd t <Table 7> ƒ sd t w 1. df=1 χ =9.3 p=

6 5 w wz 11«y, 9 Table 7. ƒ w sd t N=1 ƒ w sd t r pd»k n % m n % n % n % z n % n % n % m n % df=3 χ = p= df=1 χ =.39 p= sd t χ ùkû m w ƒ. û pd(5.%), r(19.9%), (1.1%),»k(11.%) ùkû. pd(7.9%), r(%), (.),»k(.%) ùkû. œ sd t χ.39 ùkû m w ƒ. pd(3.9%), r(3.5%), (1.1%),»k (9.5%) ùkûš pd(.9%), (3.1%), r(1.1%),»k(17.9%) ùkû. z pd (59.%), (3.1%), r(13.5%),»k(3.%) ùkû š pd(9.%), r(19.%), (9.%),»k (%) ùkû. š pd(5.%), r(3.%), (1%),»k(.7%) ùkû..1.. sd ƒ yw <Table > sd ƒ yw w. sd ƒ yw χ.1 ùkû, m w ƒ. ù yw ƒ. ûw (7.%), š w (11.%), ql(11.%),»k(5.%) ùkûš, w (71.%), ql (13.7%), š w (11.%),»k(.1%) ùkû. Table. sd ƒ yw N=1 sd ƒ yw š w / ql»k n % n % m n % n % z n % n % n % n % m df=3 χ =.1 p= df=1 χ =7 p= œ sd ƒ yw χ 7 ùkû, m w ƒ. ù yw ƒ. (71.%), š w (1.%), ql(11.%),»k(.%) ùkû š, (7.5%), ql (15.%), š w (11.5%),»k(.%) ùkû. z (73.1%), š w (11.5%), ql(9.%),»k(5.%) ùkûš, (7.9%), š w (11.5%), ql(7.7%),»k(3.%) ùkû. š (%), ql(.%), š w (1.7%) ùkû... ƒ yw sd <Table 9> ƒ yw sd. yw sd χ 3.1 m w ƒ. û ùj(.9%), (1.%), t(%), (.%), ev(.%) ùkûš, ùj (53.%), (.5%), t(.1%), ev(.7%), (.7%) ùkû. œ yw sd χ 9. m 3. 1

7 w sd y 59 Table 9. ƒ yw sd N=1 ƒ yw sd ùj t ev»k n % n % m n % n % z n % n % n % n % m w ƒ. ùj(55.%), (.1%), t(3.%), ev(.1%) ùkûš, ùj (59.%), (17.9%), t(1.3%) ùkû. z ùj(1.5%), (1.%), t(3.%) ùk ûš, ùj(.7%), (17.3%) ùk û. ùj(5.%), (1.7%), (.7%) ùkû df=5 χ =3.1 p= w sd y, sd vw œw ƒ.» k šwš w., w sd šw (.5%), (1.5), ƒ (7.%), (7.5%), (3.%) ùkû. w y() ƒ. y() š s d y k» (.5%), (3.1%), ƒ (11.%), (5.3%), (.1%) ù kûš šw. ƒ j ùkû š, ½(), ½k(), x (3) ewš. w ƒ šw» wz df= =9. p= w t kw, y sd w vƒ. w sd t zá w w šw ½ (3) w sdát /, /rw, š š w v, y() ewš. ú sd», w š» sd q w w w ƒ š w (½»w, 5). sd šw û šw ùk û. w (7) wš., x(199) ½, () ƒ q šw, sd w û šw pwš w. û ùkû. w sd w w w ƒ, t ü ƒ t w w wš. œ sd šw w ƒ šw ùkû. w w sd š yw». w ƒ šw ùkû, w œ p š. sd y w» š» sdy w vw. w rw ƒw., w sd (7.%), y(13.%), l(13%), xp(.%),»k(.%) ùkû. pw š w y w ùkûš, ûw l w. œ zw w y w ùkûš, w ƒ w ùkû. w sd w w»» ƒ sd w q. ¾ w w. ù sd l w ƒ yš. l ƒ d¾ y ƒš» sd m w l mw

8 59 w wz 11«y, 9 q yw vƒ. ³ w xp sd qw ƒ š» x xp vƒ. m ƒ šw y y œ mw jùƒ w (y, )., w sd k«(9.9)%, (.9%), e (%),»k(1.3%), (.7%) ùkû. w ½k(), š, ½k() w w w sd w (3.%), e (9.%), (9.%),»k(.3%) w eš. w w k«û, k«9.9% ùkû» x w ƒ. sd w k«û, kw ƒ ƒ, pw û e kw ƒ 5.% ùkù w. k«.% ùkù û. œ sd w k«9.1%ƒ kw ùkû. sd» w t w, w vk w fq ww w., w sd ƒ šw k ùwš rw (5.%), q ƒw (5.%), w (.9%), ƒ ƒ (.%) ùkû. Ášw w w q ƒw yw. sd šw k û w w q ƒw yw. w w ùwš rw yw š ùkù w š. w sd ƒw rw ƒwš,» ƒ s w wš š., w ƒ w sd t p d(5.%), r(1.5%), (19.%),»k(9.1%) ùk û. ƒ w sd t w û w w r w, û w pd w ùkû. û w y w pd v öš š. œ ƒ w sd t r w ùk ùš sd w. y w pd w., w sd ƒ yw (71.7%), ql(1.%), š w (1.%),»k(3.%) ùkû. sd ƒ yw w w j ƒ. xw w š d txw w k ùkù p(new romantics) w t wì k y y w új k(anaarchy style) w» (, ), w w ¾ š š., w ƒ yw sd ùj (1.%), (19.5%), t(.%), (.7%), ev (.7%) ùkû. w, x (3), y() wš. ù w ½k() sd xk w ùj 5.%, 1.%, u 3.1%, EXR.% w, ùj ƒ x. w ùjƒ sdk yw s Ÿš mw» w ww ùkù x. ƒ yw sd ûw w w ùj yw ùkûš œ w ùj ƒ yw ùkû. sd š. ûw sd wš š, p sdv w ùj w ƒ xš. mw w sd w» š w y»ƒ, yw w. sd» w t w, šw w., s d q y w lq yw vƒ., sd k«w ƒš» m w w fq., q ƒw ùw w., sd» pd» w r q yw w., sd

9 w sd y 591 k w. wz sd» (global)y ƒ y w» w p qw š w w w vwš. y w w» t w. z w. w sd w» šw w w. sd w z zá w k w vk, sd w,,,, k, xk w ƒw. w m» w w, z w., w w» y wƒ, z t yw vƒ. šx ½»w. (5). w sd. w sd wz, 1(3), 7-3. ½,,. (3). sd t t y. w sdá wz, (3), ½k. (). sd xk w. w w w. ½. (). r r k» p w. w wz, (), 55-. ½,. (). tx z w. y, 1(1), 9-59.». (1999). sd w w. w w w.. (). sd xy w. w zwz, 1, 5-1. x, y, ½. (3). sdfq. : wx, pp. 19-., x. (199). t», t skw w. w yw, 1, wû. (). v k. yw w w.. (1995). :. p. 1.. (). vk û e p y t»zw. w w w.. (). sd p e w. w w w. x. (3). ƒe sd xk sƒ w. w w w. y. (). Ášw sd y k». ûw w w.. (7). sdk s³. sd wz, 1(3), (). sd w. w w w. v, y. (). w sdát k š w. w sd wz, 9(1), y. (3). q sd w w. w w w. Horn, M. J., & Gurel, M. L. (191). The second skin. Boston.: Houston Milfflin. Pride, W. M., & Ferrell, O. C. (1991). Marketing: Concepts and strategies (7th ed.). Boston: Houghton Mifflin. Stone, E. (). The dynamics of fashion. New York: Fairchild Publications Inc. Stotlar, J. J. (1993). Successful sport markrting. Bubuque, IA: Wm. C. Brown Communications. y

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