2030 세대의 아웃도어 웨어 선택속성이 구매 만족 및 재구매 의도에 미치는 영향

Abstract

The outdoor wear market has recently been on the rise again due to the effects of COVID-19 and related health concerns. This study aims to identify the selection attributes of the 2030 generation—which is drawing attention as a new consumer pool by injecting new vitality into the outdoor wear market—when purchasing outdoor-wear and to identify the impact of selection attributes on purchasing satisfaction and repurchase intention. Various prior studies have been conducted on the outdoor-wear market, but most of these focus on middle-aged people; thus, it is time for research on outdoor-wear consumption behavior among the 2030 generation because the current research is insufficient in this area. The survey was conducted through an online research institute from April 30, 2021 to May 12, 2021, and targeted adult in their 20s and 30s who had purchased outdoor-wear. A statistical analysis of a total of 258 responses using SPSS 25.0 showed that the respondents’ outdoor-wear selection attributes consisted of four factors: brand and trend, aesthetics, price, and functionality; their purchase satisfaction consisted of two factors: expressive satisfaction as well as functionality and practicality satisfaction; and repurchase intention was derived as one factor. Analysis of the effects of selection attributes on purchase satisfaction shows that price has a significant effect on all satisfaction factors. However, aesthetics, as well as brand and trend, had a significant effect only on expressive satisfaction, and functionality only on functionality and practicality satisfaction. Moreover, both types of satisfaction have been found to affect repurchase intention. The results of the analysis of the impact of outdoor wear selection attributes on purchasing satisfaction among the 2030 generation can serve as a basis for understanding consumer behavior. We also expect that effective strategy formulation based on this study will facilitate the growth of the outdoor-wear market.