대학생의 스포츠의류 쇼핑성향, 제품속성, 의복추구혜택이 만족도와 재구매의도에 미치는 영향

Abstract

This research assembled data from 350 university students to analyze the effect of shopping orientation, product attributes, and clothing benefits sought on satisfaction and repurchase intent. Researchers and assistants visited 6 universities and collected data after demonstrating the purpose of research. Descriptive statistics, factorial analysis, reliability analysis, correlation analysis, and regression analysis is used to find out the influence of shopping orientation, product attributes, and clothing benefits sought on satisfaction and repurchase intent when university students buy sports clothing. The result of this study is as follows. To begin with, from the effect of shopping orientation on satisfaction, two of three sub-factors (efficiency, price searching) of shopping orientation showed meaningful results while the other sub-factor (pleasure) didn’t. Second, from the effect of clothing benefits sought on satisfaction, three of five sub-factors (popularity, somatotype expression and compensation, price competitiveness) showed meaningful results while other two factors (brand power, personality) didn’t. In addition, from the effect of product attributes on satisfaction, every factor (aesthetic factor and pragmatic factor) of product attributes showed meaningful results. Lastly, from the effect of sports clothing satisfaction on repurchase intent, it is showed that satisfaction has meaningful influence on repurchase intent.