라이프스타일에 따른 아웃도어용품 구매행동

Abstract

현대사회는 생활수준의 향상, 여가에 대한 인식변화로 여가와 건강에 대한 관심이 높아지고, 사람들의 라이프스타일 또한 다양하게 변화하고 있다. 스포츠 활동이 건강을 위한 단순한 여가활동 이상의 의미를 가지면서 스포츠 소비에 대한 중요성이 강조되고 있다. 최근 들어 아웃도어활동에 참여하는 사람들이 급격히 늘어나고 일상생활에서 아웃도어용품을 자연스럽게 사용하면서 아웃도어용품 소비가 증가하였다. 아웃도어용품 기업들은 무한의 경쟁 속에서 경쟁력을 갖기 위한 차별적인 마케팅 전략 고안에 더욱 주력해야 할 것이다. 이에 본 연구는 라이프스타일이 아웃도어용품 구매행동에 미치는 영향을 규명하고자 하였다. 본 연구는 라이프스타일과 아웃도어용품 구매행동에 대한 이론적 연구와 설문지를 통한 실증적 연구로 이루어졌다. 라이프스타일 설문지는 방종근(2007), 최창규(2010), 이경록(2012)의 연구에서 사용한 설문지를 본 연구에 맞게 재구성하여 사용하였고, 구매행동 설문지는 김명회(2001) 등이 사용한 설문문항을 기초로 하여 본 연구에 맞게 재구성하여 사용하였다. 20대 이상의 아웃도어용품 구매자를 대상으로 설문조사를 실시하여 총 411부를 최종 분석 자료로 활용하였다. 본 연구의 자료 분석은 SPSS WIN 22.0 프로그램을 이용하여 빈도분석, t-검정, 요인분석, 일원배치분산분석, 상관관계분석, 중다회귀분석을 실시하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 아웃도어용품 구매자의 인구통계학적 특성에 따른 라이프스타일은 통계적으로 유의한 차이가 나타났다. 아웃도어용품 구매자의 성별에 따른 라이프스타일의 차이는 스포츠우호, 체능확신, 목표달성에서는 여자보다 남자가 높았고 유행추구, 명품과민, 건강관리에서는 남자보다 여자가 높게 나타났다. 연령에서는 유행추구, 명품과민, 허무비관, 건강관리에서 통계적으로 유의한 차이가 나타났다. 학력에서는 명품과민, 체능확신, 허무비관, 의지강건, 목표달성, 자기억제, 건강관리에서 통계적으로 유의한 차이가 나타났다. 직업은 유행추구, 명품과민, 체능확신, 허무비관, 의지강건, 목표달성, 건강관리에서 통계적으로 유의한 차이가 나타났다. 가구 월평균수입은 유행추구, 명품과민, 의지강건, 목표달성에서 통계적으로 유의한 차이가 나타났다. 둘째, 아웃도어활동 관련 특성에 따른 라이프스타일은 통계적으로 유의한 차이가 나타났다. 아웃도어활동 월평균 지출금액은 유행추구, 스포츠우호, 명품과민, 체능확신, 의지강건, 목표달성, 건강관리에서 통계적으로 유의한 차이가 나타났다. 아웃도어활동 경력은 유행추구, 스포츠우호, 명품과민, 체능확신, 의지강건, 목표달성, 자기억제, 건강관리에서 유의한 차이가 나타났으며, 아웃도어활동 참여 동기에서는 건강관리에서 통계적으로 유의한 차이가 나타났다. 아웃도어활동 월 횟수는 유행추구, 스포츠우호, 명품과민, 체능확신, 의지강건, 목표달성, 건강관리에서 유의한 차이를 나타냈다. 셋째, 아웃도어용품 구매자의 라이프스타일이 아웃도어용품 구매행동에 미치는 영향에서는 유행추구는 합리적 구매, 품질의존 구매에서, 스포츠우호는 합리적 구매, 품질의존 구매에서, 명품과민은 정보의존 구매, 합리적 구매, 매체의존 구매에서 통계적으로 유의한 영향을 미치는 것으로 나타났다. 체능확신은 합리적 구매, 매체의존 구매에서, 허무비관은 품질의존 구매에서, 의지강건은 정보의존 구매, 합리적 구매, 품질의존 구매에서 유의한 영향을 미쳤다. 목표달성은 정보의존 구매에서, 자기억제는 정보의존 구매, 합리적 구매에서, 건강관리는 품질의존 구매에서 유의한 영향이 미치는 것으로 나타났다. 아웃도어 용품 구매자들의 구매성향을 파악한 본 연구를 통해 향후 한국 아웃도어용품 산업의 발전에 기여할 것으로 기대한다. | The purpose of this study is to investigate the effects of outdoor goods purchasing behavior based upon life style. This study consists of theoretical and empirical research through questionnaires for outdoor goods purchasing behavior and lifestyle. Population selected as outdoor goods purchasers and convenience sampling applied for total 411 surveys. The statistical program SPSS WIN 22.0 was used to measure analysis of frequency, t-test, factor analysis, on-way analysis of variance(Scheffé post-hoc analysis), correlation analysis, and multiple regression analysis. The results of this study are as following. First, statistically, lifestyle of outdoor goods purchasers based on demographic characteristics has significant difference. Concerning lifestyle difference based on gender of outdoor goods purchasers, men are higher than women regarding sports friendship, physical confidence, and goal attainment, whereas women are higher than men regarding fashion pursue, pessimistic emptiness, and health care. Based on age, it is statistically showed that fashion pursue, pessimistic emptiness, and health care have significant difference. Based on educational background, it is statistically showed that pessimistic emptiness, physical confidence, pessimistic emptiness, strong will, goal attainment, self restriction, and health care have significant difference. Based on job, it is statistically showed that fashion pursue, physical confidence, pessimistic emptiness, strong will, goal attainment, and health care have significant difference. Based on household average monthly income, it is statistically showed that fashion pursue, pessimistic emptiness, physical confidence, and goal attainment have significant difference. Second, lifestyle of outdoor goods purchasers based on characteristics of outdoor activities has significant difference. Concerning lifestyle difference based on the average monthly expenditure amount of outdoor activities of outdoor goods purchasers, fashion pursue, sports friendship, pessimistic emptiness, physical confidence, strong will, goal attainment, and health care have significant difference. Based on career of outdoor activities, it is showed that fashion pursue, sports friendship, pessimistic emptiness, strong will, goal attainment, self restriction, and health care have significant difference, and about motive of participation in outdoor activities, it is statistically showed that health care have significant difference. Based on the monthly number of times in outdoor activities, it is showed that fashion pursue, pessimistic emptiness, physical confidence, strong will, goal attainment, and health care have significant difference. Third, with respect to effects of lifestyle of outdoor goods purchasers on outdoor goods purchase behavior, rational purchase and quality dependent purchase in fashion pursue, rational purchase and quality dependent purchase in sports friendship, information dependent purchase, rational purchase, and media dependent purchase in pessimistic emptiness showed a statistically significant influence. rational purchase and media dependent purchase in physical confidence, quality dependent purchase in pessimistic emptiness, information dependent purchase, rational purchase, and quality dependent purchase in strong will showed a significant influence. Information dependent purchase in goal attainment, information dependent purchase, and rational purchase in self restriction, quality dependent purchase in health care showed a significant influence. Based on the result of this study, to analyze the preference of purchasers on outdoor goods will be contributed to development of company and industry in outdoor goods.; The purpose of this study is to investigate the effects of outdoor goods purchasing behavior based upon life style. This study consists of theoretical and empirical research through questionnaires for outdoor goods purchasing behavior and lifestyle. Population selected as outdoor goods purchasers and convenience sampling applied for total 411 surveys. The statistical program SPSS WIN 22.0 was used to measure analysis of frequency, t-test, factor analysis, on-way analysis of variance(Scheffé post-hoc analysis), correlation analysis, and multiple regression analysis. The results of this study are as following. First, statistically, lifestyle of outdoor goods purchasers based on demographic characteristics has significant difference. Concerning lifestyle difference based on gender of outdoor goods purchasers, men are higher than women regarding sports friendship, physical confidence, and goal attainment, whereas women are higher than men regarding fashion pursue, pessimistic emptiness, and health care. Based on age, it is statistically showed that fashion pursue, pessimistic emptiness, and health care have significant difference. Based on educational background, it is statistically showed that pessimistic emptiness, physical confidence, pessimistic emptiness, strong will, goal attainment, self restriction, and health care have significant difference. Based on job, it is statistically showed that fashion pursue, physical confidence, pessimistic emptiness, strong will, goal attainment, and health care have significant difference. Based on household average monthly income, it is statistically showed that fashion pursue, pessimistic emptiness, physical confidence, and goal attainment have significant difference. Second, lifestyle of outdoor goods purchasers based on characteristics of outdoor activities has significant difference. Concerning lifestyle difference based on the average monthly expenditure amount of outdoor activities of outdoor goods purchasers, fashion pursue, sports friendship, pessimistic emptiness, physical confidence, strong will, goal attainment, and health care have significant difference. Based on career of outdoor activities, it is showed that fashion pursue, sports friendship, pessimistic emptiness, strong will, goal attainment, self restriction, and health care have significant difference, and about motive of participation in outdoor activities, it is statistically showed that health care have significant difference. Based on the monthly number of times in outdoor activities, it is showed that fashion pursue, pessimistic emptiness, physical confidence, strong will, goal attainment, and health care have significant difference. Third, with respect to effects of lifestyle of outdoor goods purchasers on outdoor goods purchase behavior, rational purchase and quality dependent purchase in fashion pursue, rational purchase and quality dependent purchase in sports friendship, information dependent purchase, rational purchase, and media dependent purchase in pessimistic emptiness showed a statistically significant influence. rational purchase and media dependent purchase in physical confidence, quality dependent purchase in pessimistic emptiness, information dependent purchase, rational purchase, and quality dependent purchase in strong will showed a significant influence. Information dependent purchase in goal attainment, information dependent purchase, and rational purchase in self restriction, quality dependent purchase in health care showed a significant influence. Based on the result of this study, to analyze the preference of purchasers on outdoor goods will be contributed to development of company and industry in outdoor goods.