VALSⅡ를 활용한 사이클링 웨어 소비자 유형별 사이클링 활동특성 및 구매특성 차이 연구

Abstract

This research classified and examined the types of cycling wear consumers using VALSII, and analyzed differences in cycling activity characteristics and purchasing characteristics by group. A survey was conducted from February 1 to February 13, 2018, and 457 responses were used in the analysis. As a result of VALS Ⅱ factor analysis, this study was derived into 8 factors: Experiencers, Innovators, Makers, Strivers, Thinkers, Achievers, Believers and Survivors and also, the results of cluster analysis discovered five types such as ‘Experiencers’, ‘Achievers’. ‘Believers’, ‘Innovators’ and ‘ThinkersㆍStrivers’. In addition, as a result of analyzing the differences in the characteristics of cycling wear consumers by cycling wear consumer type, preference for leisure sports activities and cycling mobile application, where to buy cycling products, when to purchase new cycling products, new cycling products of interest, aesthetic considerations cycling products, reasonable price range for cycling pants, gloves and helmets and the reason for hesitating to purchase a cycling IT functional product were different. Moreover, as a result of analyzing the differences in the characteristics of cycling wear consumers by gender, where to buy cycling products, new cycling products of interest and aesthetic considerations cycling products were different. This study results provide useful information to the marketing division and design team of fashion industries.