MZ세대 여성의 신체이미지와 신체밀착형 애슬레저룩 추구혜택이 구매의도에 미치는 영향

Abstract

The purpose of this study was to investigate the effects of body image and body-adhesive athletic look-seeking benefits on purchase intention of MZ generation women. The demographic characteristics, body image, body-adhesive athleisure look pursuit benefits and purchase intentions were investigated for 563 women of the MZ generation. As a result of the survey, body image had a positive (+) effect on purchase intention. Purchasing benefits also had a positive (+) effect on purchase intention, but some sub-factors (seeking appearance) had a (-) effect on purchase intention. It was found that those who value appearance more importantly have lower purchase intention. Those who had a positive view of their body image and the benefits of tight-fit athleisure look showed a higher purchase intention than those who did not. Therefore, the formation of positive body image and pursuit benefits will lead to improvement of purchase intention.