스포츠 용품 소비자의 인식 및 구매행동에 관한 연구

다국어 초록 (Multilingual Abstract)

This research focuses on identification of characteristic of consumer - behavior and purchasing activity of each sports goods. Next will show the result of study. 1) Identification and attitude of purchasing goods A. Most consumer shows general interesting for the purchasing items, however swimming, health/aerobic participants show tendency of goads' possession. B. Based on price, quality, brand, color, design which are important characteristics of purchasing, golf participants consider price and quality as most important points, health/aerobic participant consider brand and color as most important points. In addition, design is being considered important point to all the sports sector, which comes from popularization of sports and which results in variation and fashionable tendency of sport goods. Golf considered the sport for the high level class has been suffered from lack of supply and demand. This situation brings high price and result in consumer's consideration of quality. C. Purchasing of preference items describes variation and expansion of goods. On the other hand, because of its negative image and limited goods sort, golf has very restricted market. D. Imported and domestic product has almost equal preference. However, colour is main advantage of imported goods and domestic product are required to concentrate this point and increasing the quality is also main consideration point. 2) Purchasing behavior A. Quality is main point to purchasing behavior, colour and design followes next. B. Friend and comrade are main information provider, media is another important source to attract purchasing behavior. C. Difference of each item's investigation period comes from variation of goods especially, swimming, health/aerobic. However, in the case of golfing goods, in spite of easy approach, price and negative image cause limit purchasing behavior. D. Contrast of purchasing through department during 1980s. Based on variation, specialization and fashionization of sports goods, purchasing through agent or specialized office is increasing tendency. E. Increasing of satisfying brings increasing of affirmative behavior and motivate development of sports goods quality. This circumstance attracts additional purchasing behavior. Those circulation will increase sport market expansion and increase sport goods's demand. Sport goods industry is very affective to national economic and health of people. So additional research of purchasing behavior, need and want of customer for the sporting goods are required to develope goods merits and marketing strategy.