액티브 시니어들의 아웃도어스포츠웨어 선택속성 대한 중요도 및 만족도 분석

Abstract

The purpose of this study was to verify the importance and satisfaction of active senior choice attributes for positioning strategies of outdoor sportswear using Importance-Performance Analysis. In order to achieve this objective, samples were taken by using convenience sampling method among non-probability sampling methods. Total 349 data were collected in this study except data which did not respond or trustlessly responded. In data processing, via SPSS version 20.0 for window, exploratory factor analysis, Cronbach's α, frequency analysis, and Importance-Performance Analysis. The results were as follows. First, Ⅰ quadrant included in stretch and durability, sweat absorbing function, worn as both outer wear and waterproof. Second, Ⅱ quadrant included in high-priced brand name, everyday wear, comfort of comfort, brand name, body temperature maintenance, famous brand. Third, Ⅲ quadrant included in expression of personality, stretchy comfort, beauty expression, colorful design, wearing at meeting. Ⅳ quadrant included in harmonious colors, trendy brands, comfort in physical activity.