Abstract
The purpose of this study were to investigate a preference and demand performance of UV protective hat for outdoor sports activities. Data collected from 259 adults from survey were analyzed by frequence analysis, crosstabs, t-test, and ANOVA using SPSS 17.0. The results are as follows. A demand performanc of UV protective hats were a demand performance for designs, colors, fabrics, lightness, UV protection, and easy care. It showed that the respondents worn the hats for skin health and didn't wear for sun block. The demand performance of UV protective hat showed difference according to gender and age. The favorite type of UV protective hat was cap, and there was no difference between young and old age. Male preferred the cap styles, while female preferred the wide brim styles for UV protection. The preferred fiber contents of the respondents were cotton and functional fiber.
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