ScholarWorks@숙명여자대학교

초록

The purpose of this study is to grasp the factors of the career women`s consuming behavior according to their involvement and place the basis of market subdivision. 226 career women answered the questionnaire and x2 test, one-way ANOVA, multiple regression were used for this research through SPSS(ver 12.0). The conclusion of this research and analysis are as follows; First, from the result of x2 test which was used to search sports participation event and the distribution of participation` characteristics supplies according to the career women`s involvement, they show meaningful differences in the sports which they are going to participate, and participating frequency, time, period and expenses. Second, from the analysis of the consideration factors of the purchasing behavior according to their involvement, they show meaningful difference in product quality property, but they don`t show meaningful difference in external property and brand property. Third, from the multiple regression which was used to search the effect of the involvement to the purchasing behavior we can draw a conclusion that the product quality property has meaningful effect on the involvement, but has no meaningful effect on external property and brand property. Three consideration factors of purchase behavior explains 17.34% of changing rate of involvement.

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