외모자각이 스포츠의류 소비성향 및 선택기준에 미치는 영향

Abstract

The purpose of this study was to investigate the cause-effect relationship among physical appearance that is cognition concept of the personal value by accepted social norm, propensity of consumption, and selection criteria focus on sports apparel. According to research design and purpose, 342 national samples that have a purchasing power collected by convenience sampling. For the data analysis, confirmatory factor analysis and structural equal modeling by using SPSS and AMOS 19.0 were used. The conclusion was fellows. The physical Appearance affected to the selection criteria through brand consumption propensity on the sports apparel it only takes a fully mediated path. The specific paths were fellows. First, the product centered selection criteria was influenced by non-physical appearance through the utilities propensity of consumption. Second, the brand centered selection criteria was influenced by physical appearance and even non-physical appearance through trends propensity of consumption. In addition, the brand centered selection criteria was influenced by non-physical appearance through utilities propensity of consumption. It showed the complexity of brand consumption.