The Structural Relationship among Selection Attributes, Consumption Value Brand Attitude, Fun, Brand Loyalty and Quality of Life in Athleisure

Abstract

The purpose of this study is to analyze the relationship among selection attributes, consumption value brand attitude, fun, brand loyalty and quality of life. The subjects of the empirical study were selected by the Korea Fashion Industry Research Institute using the convention sampling method and the quota sampling method for 241 consumers who have purchased brands classified as athleisure within the past year For each variable constructed to verify reliability and validity of the measurement model, reliability tests using Cronbach' alpha were performed using IBM SPSS Win Ver. 23.0. To verify the unidimensionality of the measurements, we conducted a confirmatory factor analysis using AMOS 22.0 and a structural equation model to determine the structural relationship between variables. As a result of the study, First, both intrinsic and extrinsic attributes, which are sub-factors of selection attributes, have been shown to have a significant effect on consumption value. Second, consumption value has been shown to have a significant impact on brand attitude and fun. Third, brand attitudes have been shown to have a significant impact on brand loyalty. Finally, fun has been shown to have a significant impact on quality of life.