Abstract
The purpose of this study is to identify the sportswear selection attributes of female consumers by using the modified IPA technique. For this study, a questionnaire consisting of 21 questionnaires was distributed to female consumers who had purchased sportswear from January 25, 2021 to May 15, 2021. Frequency analysis, exploratory factor analysis, reliability analysis, partial correlation analysis, and IPA analysis were performed using SPSS 24.0. The research results are as follows. First, in the first quadrant (continuous maintenance), discount products, sale period, sweat absorption, ventilation/breathability, elasticity, washing and care, and preferred design were found. Second, the second quadrant (highest priority) was found to be discount rate, mass media exposure, store visits, and sports star wear. Third, in the third quadrant (low priority), clerk recommendation, white system, primary color system, and colorful color appeared. Fourth, in the fourth quadrant (avoiding excessive effort), the pre-purchase price, frequently worn brand, advertising product, famous brand, sophistication, and simplicity were found.
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