서핑 이용자 가치 추구가 서프보드(surfboard) 디자인 지각 및 디자인 평가에 미치는 영향

Abstract

Today, thanks to the increase of leisure time resulting from the implementation of five-day workweek and growing interest in health, more and more people are trying to enjoy marine sports. In spite of the rise in the number of people who enjoy surfing and consequent increase in demand for surfing-related products, few studies have been carried out on perception and evaluation of surfboard designs, marine sports products, based on consumers’ value seeking. This study, therefore, was conducted to provide fundamental materials for strategic management to the relevant industry and to understand surfing consumers’ desires and needs, thereby establishing information for the production of surfboard products which can satisfy consumers. The study aimed at examining the effect of surfers’ value seeking on the evaluation and perception of surfboard designs, and thus establishing a marketing strategy for suppliers in purchasing surfboard products and coming up with a strategic marketing plan for management performance. In order to achieve this aim, the subjects of the study were selected from surfers at Songjeong beach in Busan Metropolitan City through convenience sampling. From March to April 2016, a survey was conducted involving 217 male and female surfer’s. The data were acquired through the distribution and collection of questionnaires and used for the analysis of the study. In order to achieve the purpose of the study, hypotheses were set up. For the verification of the hypotheses, the frequency analysis, exploratory factor analysis, and Cronbach`s α test were conducted using the SPSS WIN Ver. 21.0 program. Furthermore, in order to investigate the degree of relationship between variables, a correlation analysis was conducted, and for the examination of the effect of surfer’s consumption value on the perception and evaluation of surfboard designs, a multiple regression analysis was carried out. The results of the study are as follows. First, among the sub-factors of the perception of surfboard designs, exterior design turned out to have a positive effect on consumers who sought hedonic value, but the convenience of use was found not to have a statistically significant effect. Second, among the sub-factors of the perception of surfboard designs, the convenience of use turned out to have a positive effect on consumers who sought practical value, but exterior design did not have a statistically significant effect. Third, among the sub-factors of the evaluation of surfboard designs, aesthetics was found to have a positive effect on consumers who sought hedonic value, but functionality turned out not to have a statistically significant effect. Third, among the sub-factors of the evaluation of surfboard designs, functionality and aesthetics turned out to have positive effects on consumers who sought practical value.

Keywords: Surfboard, Design Perception, Design Evaluation, Consumer Values