스포츠용품 소비자의 가치지각에 따른 재구매 의도 유형

Abstract

This study showed that the perceived price and quality of sporting goods when consumers purchased them provided them with an important source of information and especially had a very signigicant effect on repurchase intention. Specifically speaking, the study results can be summarized as follows: First, an attempt was made to conduct factor analysis based on general value and consumer value through consumers' consumption value patterns. As a result, it was found that the pattern of purchase and perception varied according to consumers of general sporting goods. At length, the effective differentiated marketing is needed in the market segment having the target customer. Second, it was found that life-oriented and ethic-oriented consumers perceived price as the important purchase determinant in the process of price perception based on the consumption value. Accordingly, the marketing plan is needed that can make the perceived value large by applying the cost advantage strategy in a diverse way. Third, it was found that socially-oriented, ethically oriented consumers perceived the consumption value to be large in the process of perceiving quality. Therefore, the quality development and management plan is needed that can increase corporate credibility at the time of establishing the strategy. Fourth, it was found that consumers perceived quality satisfaction to be higher than self-satisfaction in perceiving the product value based on the consumption value. Consequently, it is necessary to devise the objective rating scale that enables individual consumers to trust their purchase decisionmaking. 1) 중앙대학교456-756 경기도 안성시 대덕면 내리 72-1