아웃도어 재킷의 구매행동과 디자인 선호도 연구

Abstract

This research, focused on male adult customers of the Outdoor Jacket, is aimed to examine the differences on their outdoor activities, purchase behavior, and design preferences, according to their age, as well as to apply what has been found from surveying a trend of the Outdoor Jacket design for future design development. Collecting materials and analytical method of this research have been done by two approaches. First, details and colors of Outdoor Jacket have been analyzed to look into a trend of Outdoor Jacket market. Selected were top five Outdoor Jacket brands in market share–Northface, Kolonsport, K2, Blackyak, and Lafuma, and from their websites, 325 photographs of Outdoor Jacket for fall and winter seasons in 2010 and for spring and summer seasons in 2011 were chosen for this research. Details of Outdoor Jacket were analyzed by its frequency, and its color was chi-squared non-parametrically by a statistics program, SPSS 17.0. Second, a survey was used to examine male customers’ outdoor activities, purchase behavior, and design preference. 317 out of 350 questionnaires from male customers of twenties to over forties were selected and analyzed through a frequency analysis, a percentage calculation, and a x2test. The results of this study are as following: First, meaningful differences in outdoor activities were shown among different ages. Twenties wear the Outdoor Jacket at leisure mostly, and thirties and over forties for health mainly. The major participation form is not only individual climbing for twenties and thirties, but also jogging for over forties. The number of participations for twenties and thirties is once or twice a month mainly in the fall season, and for over forties is once a week all the year round. For most of twenties, their accompanies tend to be their family or relatives, and for thirties and over forties, their coworkers or friends. Second, significant differences were shown through the research in purchase behavior of different ages. It was found that twenties mostly own one or two Outdoor Jackets, and thirties and over forties three or four Jackets in general. Most twenties and forties wear the Outdoor Jackets of size 100, and over forties size 95. The major purpose of purchasing the Outdoor Jacket is to wear every day for twenties, while thirties and over forties is to wear for climbing. The motivation of the purchase is mostly to keep themselves dignified for twenties, while it is to economize from the sale for thirties and over forties, because they have no other alternative. The average number of the purchase in a year is once or twice for twenties and thirties, and three or four times for over forties. The expense on the purchase is mostly less than 500,000 won for twenties and thirties, and mostly between 500,000 and one million won. When buying the Outdoor Jacket, the most important criterion is the brand name for twenties, and its design and trend for thirties, and its material and quality for over forties. Twenties and thirties prefer Northface because of the fine brand image, and over forties prefer Kolonsport because of its good functional materials. Twenties and over forties get most information from their friends or acquaintances, and thirties mainly from commercials on TV and internet on-line websites. Twenties buy the Outdoor Jacket mostly from the professional sport shops, thirties from the department stores, and over forties from the mass market. Third, through an analysis of the design trend by details, it has been found that hoods tend to be internal, and the edges of sleeves to be velcro. Pockets mostly are zipper form with diagonal direction, and the number of external pockets is usually two. Adjusting forms in front of the body tend to appear more with a cover than without it, and lower hem forms are usually of rubber band. Complex incision forms appear more frequently than simple ones do. Colors tend to be black and deep blue, and the arrangement is mostly among chromatic colors, based on 'tone on tone'. Fourth, noticeable differences were found through investigations of the Outdoor Jacket design preferences by ages. Twenties prefer ones designed for wearers' body shape, and thirties and over forties ones with comfortable style. As for hoods, twenties prefer a stand collar or hood, and thirties and over forties a stand collar or removable hood. As for the edges of sleeves, twenties and thirties prefer velcro or mixed rubber band, and forties velcro. As for a form of pockets, twenties prefer a zipper form, and thirties and over forties one with a cover. As for numbers of pockets, twenties prefer two pockets, while thirties and over forties three ones. As for direction of pockets, twenties prefer vertical ones, thirties and over forties diagonal ones. Most twenties prefer two zipper form pockets with vertical details, and thirties and over forties three zipper form pockets with covers and diagonal details. As for front adjusting forms, twenties and thirties prefer a zipper cover, but over forties don't. As for lower hem, twenties prefer partial rubber band, and thirties and over forties do waist-adjustable straps. As for incision, twenties and thirties prefer simple incision details, while over forties do complex one. As for colors, twenties prefer blue, thirties black, and over forties green, which indicates that twenties prefer a color arrangement among achromatic colors, thirties and over forties a combination of chromatic colors and achromatic colors. As for materials, twenties prefer 'Wind Stopper' the most, and thirties and over forties Gore-Tex. Thus, this research is to examine male customers’ outdoor activities, purchase behavior, and design preference, according to their age, and to apply the outcome to design development that suits their wants.

Key words : Outdoor Jacket, Outdoor Activities, Purchase Behavior, Design Trend, Design Preference