The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Sportswear customers' level of involvement, satisfaction with functionality, and repurchase intentions - A review of sports participation motives -

스포츠웨어에 대한 소비자의 관여도, 기능성 만족도 및 재구매의도에 관한 연구 - 스포츠 참여동기를 중심으로 -

  • 이영주 (성신여자대학교 의류학과)
  • Received : 2014.04.15
  • Accepted : 2014.06.25
  • Published : 2014.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers' repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers' repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.

Keywords

References

  1. Ahn, K. H., Hwang, S. J., & Jung, C. J.(1999). Fashion marketing. Seoul: Su-hak-sa.
  2. Cho, A. R.(1987). A study on consumer apparel buying behavior base on fashion trend immersion. Unpublished master's thesis, Sugang University, Seoul.
  3. Cho, E. J.(2002). Brand extension related to consumers' brand involvement and apparel product knowledge. Unpublished master's thesis, Hanyang University, Seoul.
  4. Cho, K. S.(2004). Up-to-date textile material. Seoul: Sigma Press.
  5. Cho, Y. C., & Lee, S. C.(2006). The relationship among the involvement and commitment on game attendance intention, purchase intention of licensed products in professional soccer supporters. Korean Journal of Sport Management, 11(4), 249-260.
  6. Choi, J. H., Kim, M. J., & Lee, H. K.(2003). Evaluation on sportswear functions-focusing on biological reaction. Textiles Technology and Industry, 7(4), 447-456.
  7. Chung, I. H.(2009) The effect of well-being lifestyle and functional textile knowledge on the perception of high functional sports/leisure wear importance. Journal of the Korean Society of Clothing and Textiles, 33(9), 1495-1505. https://doi.org/10.5850/JKSCT.2009.33.9.1495
  8. Hallowell, R. (1996). The relationship of customer satisfaction, customer loyalty and profitability: An empirical study. International Journal of Service Industries Management, 7(4), 27-42. https://doi.org/10.1108/09564239610129931
  9. Han, K. H.(2008). The effects of consumer attributes on attitudes toward sports event marketing. The Korean Journal of Advertising and Public Relations, 10(2), 124-149.
  10. Hana Institute of Finance.(2009). Analysis of Korean apparel market and future forcast. http://www. hanaif.re.kr.
  11. Heo, C. M.(2013). Effects sport involvement and awareness of sponsor enterprise on brand loyalty, attitude toward the sponsor, and purchase intention of golf customers. Journal of Sports and Leisure Studies, 53, 131-142.
  12. Hwang, C. S., & Choi, M. H.(2013). The influence of consumers' sports involvement on their attitudes to sports sponsorship of sportswear, brand equity and purchase intention. The Research Journal of the Costume Culture, 21(6), 921-937. https://doi.org/10.7741/rjcc.2013.21.6.921
  13. Hwang, M. S.(2004). Study on participation and life satisfaction of adults in sport activities. Unpublished master's thesis, Korean National University of Education, Seoul.
  14. Jeong, Y. H.(2008). Brand preference and selection criteria on the sportswear of secondary students. Unpublished master's thesis, Yeungnam University, Gyeongbuk.
  15. Jung, Y. K.(1998). Relationship of sports motivation, sports immersion, and leisure satisfaction. Korean Society of Sports Psychology, 9(1), 233-245. https://doi.org/10.5392/JKCA.2009.9.1.376
  16. Kang, H. J., & Lee, J. Y., (2003). Modern sport management. Seoul: Hakhyunsa
  17. Kang, J. J.(2010). Non-stop blue ocean, outdoor, sports, golf. Fashion Clue, Seoul; Korea Fashion & Textile News, 12-16.
  18. Kim, C. H.(2011). The effect of the leisure sports motivation, self-efficacy and sport commitment on the satisfaction with function and repurchase intention of the leisure sportswear. Unpublished doctoral dissertation, Chung-ang University, Seoul.
  19. Kim, J. H., & Ko, K. J.(2012). An examination of relationship between sport sponsorship images and intent to purchase on the basis of involvement in sports. The Korea Journal of Sports Science, 21(1), 511-525.
  20. Kim, J. K., Ji, Y. K., & Kang, H. M.(2008). The analysis of outdoor sportswear customer's purchasing behavior based on the level of sport involvement. Journal of Sport and Leisure Studies, 34(1), 163-176.
  21. Kim, M. S.(2004). The effects of sports' activities on children's prosocial behaviors after school. Korean Journal of Physical Education, 43(6), 105-113.
  22. Kim, S. D., & Lee J. H.(2000). The factors involved of purchasing sports equipments for leisure in the university students according to their incomes. Korean Journal of Physical Education, 39(3), 798-811.
  23. Kim, S. R.(2000). A study on garment material. Seoul: Kyumunsa.
  24. Kim, Y. J.(2009). Study of sports ware purchasing character and re-purchase on students in university life style. Unpublished master's thesis, Sook-myung Women's University, Seoul.
  25. Kim, Y. M.(2005). The relationship among sports participation, internet addiction, and friendship of elementary students. Korean Journal of Physical Education, 44(5), 205-216.
  26. Kim, Y. S.(2013). Consumers' needs and purchase intention of high functional sportswear according to sport participation motivations. Korean Journal of Human Ecology, 22(1), 141-155. https://doi.org/10.5934/KJHE.2013.22.1.141
  27. Koplan, J. P.(1982). An epidemiologic study of the benefits and risks of running. Journal of the American Medical Association, 24(8), 3118-3121.
  28. Korea Fashion Association.(2010). Korea fashion market trend 2010. 2010SS KFI Research Analysis & 2010 FW Market Forcasting, Seoul.
  29. Krugmen, H. E.(1965). The impact of television advertising: Learning without involvement. New York: Public Opinion Quarterly.
  30. Kwon, B. J.(2003). Relationship between motivation and self-esteem of association runners. Unpublished master's thesis, Busan University of Foreign Studies, Busan.
  31. Kwon, O. K., & Go, J. W.(2002). High functional fiber and sportswear. Journal of Korean Society of Clothing Industry, 4(5), 421-431.
  32. Kwon, O. K., Kim, H. E., & Na, Y. J.(2000). Fashion and sense science. Seoul: Kyumunsa.
  33. Lee, E. H.(2010). Development of outdoor wear to be wearable as townwear: For women of their 20s and 30s. Unpublished doctoral dissertation, Ewha Women's University, Seoul.
  34. Lee, E. S.(2003). Study on the characteristics for fashion brand identity and development-focusing on the active sport wear brands. Unpublished master's thesis, Kookmin University, Seoul.
  35. Lee, J. W.(2000). Types of apparel brand extensions and empirically tested leverage effects. Unpublished master's thesis, Seoul National University, Seoul.
  36. Lee, K. H.(2005). Exercise movement & sports psychology. Seoul: Dae-han Media.
  37. Lee, S. J.(2012). Comparative analysis on the relationship between sportswear shoppers' perceived service quality and customer satisfaction/trust/relation commitment in on and offline shopping malls. Unpublished doctoral thesis, Chonnam National University, Chonnam.
  38. Lee, S. Y., Kim, J. H. & Lee, J. S.(2010). Needs and sensibility of functional fabrics for outdoor sportswear. Textile Science & Engineering, 47(3), 163-172.
  39. Lim, E. S.(2003). New material's a tendency for active sportswear. Unpublished master's thesis, Hongik University, Seoul.
  40. Ministry of Commerce(2006). A study on development of functional fabric planning technology suitable for well-being trend. Gu-Mi.
  41. Ministry of Culture, Sports and Tourism(2012). Survey on citizens' sports participation.
  42. Mok, J. K.(2011). The effect of participatory motives of those who like bowling on their leisure satisfaction. Unpublished master's thesis, Yong-in University, Gyeong-gi.
  43. Nam, S. Y.(2003). Shopping orientation in men's formal wear and consumer's clothing satisfaction: focused on functional material. Unpublished master's thesis, Konkuk Universiy, Seoul.
  44. Oh, R. G., & Koo, Y. S.(2010). The actual conditions of consumers' usage of functional golfwear. Journal of Korean Society of Clothing Industry, 12(2), 179-187. https://doi.org/10.5805/KSCI.2010.12.2.179
  45. Oh, Y. S.(2008). Relationship for sports brand identity and re-purchase. Unpublished doctoral dissertation, Dankook University, Gyeong-gi.
  46. Park, H. J., & Ryu, J. A.(2010). The effects of sports participation motives on sport involvement and direct/indirect consumption behavior. Journal of Korean Society for the Study of Physical Education, 15(2), 123-139.
  47. Park, K. L.(2000). The factor of the sports wear purchasing behavior. Unpublished master's thesis, Chung-ang University, Seoul.
  48. Rhee, Y. J., & Lee, E. O.(2011). The qualitative study on outdoor sportswear purchase behavior-Focusing on functional fabric awareness level and benefits sought-. The Research Journal of the Costume Culture, 19(5), 1088-1101.
  49. Sherif, M., & Cantril, H.(1947). The psychology of ego involvement, social attitude and identifications. New York: John Wiley & Sons, Inc.
  50. Song, S. J., Choi, Y. B., & Kim, S. H.(2005). The trend of textile goods related to well-being phenomenon. Polymer Science and Technology, 16(5), 613-618.
  51. Sports Leisure Textile Research Center.(2006). Report on sports, leisure wear firm/consumer research. In-cheon: Inha University.
  52. Sung, H. W.(2011). Merchandising process analysis of outdoor sportswear brands. Journal of the Korean Society of Clothing & Textiles, 35(3), 243-253. https://doi.org/10.5850/JKSCT.2011.35.3.243
  53. Sung, H. W.(2012). A study on purchasing behavior of outdoor sportswear-Based on sports types and sports participation motivations-. Korean Journal of Human Ecology, 21(2), 315-329. https://doi.org/10.5934/KJHE.2012.21.2.315
  54. Sung, H. W., Jeon, Y. J., & Park, H. S.(2005). A study on UV protection clothing: An emphasis on outdoor sports consumers. Journal of the Korean Society of Clothing & Textiles, 29(8), 1136-1145.
  55. Yang, J. K.(2007). The relationships among enjoyment source of general physical education, leisure satisfaction and continuance of physical activities in university. The Korea Journal of Sports Science, 16(1), 17-27.
  56. Yu, J.(1994). Integrated model of sports motivation theory. Seoul: Park-young-sa.
  57. Shin, S. H.(2002). A comparison on involvement to professional sports teams. Korean Journal of Sport Management, 7(1), 177-189.
  58. Shank, M. D.(2004). Sports marketing: A strategic perspective(3rd eds.). NJ: Prentice Hall.
  59. Park, H. K., & Lee, H. G.(2009). Relation among sport involvement, brand recognize and perceived quality of sport product and loyalty. Korean Society of Sport and Leisure Studies, 37, 379-387.
  60. Zaichkowsky, J. L.(1985). Measuring the involvement construct. Journal of Consumer Research, 12, 342-359.

Cited by

  1. The effects of consumers' sense of community regarding outdoor brand on behavioral commitment, purchasing satisfaction, and repurchasing intention vol.23, pp.5, 2015, https://doi.org/10.7741/rjcc.2015.23.5.906
  2. Factors Affecting Mother's Satisfaction, Word-of-mouth, and Repurchase Intention for the Complete Collection and Monography Picture Books vol.34, pp.3, 2016, https://doi.org/10.7466/JKHMA.2016.34.3.95
  3. The Satisfaction and Behavioral Intention of Functional Cycling Wear Consumers vol.67, pp.7, 2017, https://doi.org/10.7233/jksc.2017.67.7.118
  4. 기능성의류 인식에 따른 소비자 분류와 이에 따른 제품정보 및 행택 활용도 연구 vol.18, pp.4, 2014, https://doi.org/10.14695/kjsos.2015.18.4.75