수정 IPA 방법을 활용한 수상레저웨어 구매속성 분석 : 래시가드를 중심으로

Abstract

The purpose of this study is to analyze the performance and implicitly derived importance of rashguard perceived by consumers and then to provide effective basic information for product planning and marketing strategy of national rashguard brands. To do this, a survey was conducted on 292 consumers who had used rashguard and the following results revealed. First, the high satisfaction and importance factors in the first quadrant are with eight factors including maintaining body temperature, blocking uv rays, water repellency, design, color, body shaping, popular brand, famous brand, they should be keep the present status. Second, the low satisfaction and high importance factors in the second quadrant are with six factors including ergonomic design, expressions of beauty, expressions of individuality, brand logo, low price, and high price. Third, the third quadrant is an area of low satisfaction and importance, the ease of wearing and taking off and the good value for money were the second priority when developing products. Fourth, the fourth quadrant has the characteristics of high satisfaction even with low importance. This is an area where further effort should be stopped for a while, including four factors, elasticity, durability, feelings of wearing and convenience for activity. Based on the results of this study, useful implications for application in the practice are presented.