자전거 용품 구매 결정 요인이 소비자 행동에 미치는 영향

Abstract

This study purposed at examining the effect of purchase decision making factors of bicycle goods on consumer behavior, thereby providing materials for the establishment of a marketing strategy in the bicycle industry. The subjects of the study included consumers who had purchased and ridden bicycles or had purchased goods related to bicycles. In the study, consumers who lived in B Metropolitan City and G Province from August 2015 to March 2016 and had purchased and ridden bicycles or had purchased goods related to bicycles were selected as a population. The samples were selected using the convenience sampling, one of non-probability sampling methods. After this, 312 questionnaires were distributed, and a total of 300 collected questionnaires were used for statistical analyses except for 12 questionnaires which were answered unfaithfully. In order to achieve the purpose of the study, a hypothesis was formulated. For the verification of the hypothesis, the frequency analysis, exploratory factor analysis and Cronbach's α were conducted using SPSS WIN Ver. 12.0 program. Furthermore, the correlation analysis was carried out to examine the relationships between variables, and the multiple regression analysis was conducted to analyze the effect of purchase decision making factors of bicycle goods on consumer behavior to commit to exercise and consumer purchase behavior. In order to analyze the effect of purchase decision making factors of bicycle goods on consumers' joining a club, the logistic regression analysis was carried out. First, among purchase decision making factors of bicycle goods, the factor which exerted the most positive effect on planned purchase behavior was brand, followed by assessment results of the product, function and performance and the convenience of the shop. Second, among purchase decision making factors of bicycle goods, the factor which had the most positive effect on impulsive purchase behavior turned out to be brand, followed by price and the convenience of the shop. Third, among purchase decision making factors of bicycle goods, the factor which exerted the most positive effect on repurchase behavior was brand, followed by assessment results of the product. Fourth, among purchase decision making factors of bicycle goods, the factor which had the most positive effect on consumer behavior to commit to exercise was brand, followed by assessment results of the product, design, and function and performance. Finally, among purchase decision making factors of bicycle goods, the factor affecting consumers' joining a club was brand, which had a positive effect 2.183 times more.