수영용품 구매형태와 구매 후 행동에 선택속성이 미치는 영향

Abstract

The purpose of this study is, selected the target of swim-wear buyer, to provide the foundation helpful in establishing a strategy to attract positive reactions from buyer that swimming supplies industry, by analyzing important of whether any selection attributes, depending on the type of purchasing behavior of buyers. In order to achieve this purpose, targeting spectators who sports center user and swimming shops user that is based on Busan Metropolitan City, from July to August 2014, this study set a population using a convenient sampling method, and data gathered were analyzed. In this study, a questionnaire was used as a research instrument. This study analyzed the effects of four factors of swim-wear buyers to purchase behavior type: planned purchase, impulse buying, conformity buying, and buying behavior (repurchase) on subordinate factors of selection attributes: price, design, specificity, familiarity, functional using statistical analysis methods as follows to find out hierarchically. Using SPSS Ver. 18.0, frequency analysis, exploratory factor analysis, Cronbach`s α, correlation analysis and stepwise regression analysis were carried out.

First, of the sub-factors selection attributes; in factors affecting the impulse buying behavior and hierarchical importance, functional had most influences at a significance level of (β=.262, t=5.104). And had positive influences in; specificity significance level of (β=.164 t=3.173), familiarity significance level of (β=.110 t=2.117). Second, of the sub-factors selection attributes; in factors affecting the planned buying behavior and hierarchical importance, specificity had most influences at a significance level of (β=.257 t=4.900). And had positive influences in; familiarity significance level of (β=.145 t=2.773), price significance level of (β=.158 t=2.397). Third, of the sub-factors selection attributes; in factors affecting the conformity buying behavior and hierarchical importance, familiarity had most influences at a significance level of (β=.391 t=8.409). And had positive influences in; design significance level of (β=.274 t=5.868), functional significance level of (β=.137 t=2.909). Finally, of the sub-factors selection attributes; in factors affecting the repurchase behavior and hierarchical importance, price had most influences at a significance level of (β=.326 t=6.670). And had positive influences in functional significance level of (β=.265 t=5.405).