Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A study on the needs for the cool motorcycle helmet and the factors affecting the purchasing intention

오토바이용 쿨 헬멧의 필요성과 구매요인에 관한 조사연구

  • Seong, Deokhyun (Division of Business Administration, Pukyong National University) ;
  • Kim, Jongsoo (Department of Refrigeration and Air-Conditioning Engineering, Pukyong National University)
  • Received : 2015.08.21
  • Accepted : 2015.12.04
  • Published : 2015.12.31
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Abstract

This study is to investigate the needs for the cool motorcycle helmet and the factors affecting the purchasing intention of cool helmet. The convenient sampling from motorcycle clubs were conducted during 5/20/2014~5/28/2014 on Google DAX. As a result, 197 participants were surveyed. The main reasons of sensing unpleasant feeling wearing helmet were identified as 'hot and uncomfortable feeling' and 'it ruins hair style'. The mean score expressed in terms of five point scale showed that the needs for cool helmet was 3.9 and the purchasing intention of cool helmet was 3.6, respectively. The significant factors influencing the purchasing intention of cool helmet were identified as 'the needs for cool helmet' (odds ratio=6.52) and 'extra paying intention for cool helmet' (odds ratio=1.77). The main reasons of sensing unpleasant feeling wearing helmet were similar to the previous research. However, we can expect that the initial target market for cool helmet would be the low end (less than \40,000 of extra paying intention) or the high end (more than \100,000 of extra paying intention). The main contribution of this study is dealing with the topics related to the purchasing intention of the cool helmet.

이 연구는 오토바이용 헬멧에 통기성을 강화하고 내부의 냉각기능을 보완한 쿨헬멧(cool helmet)의 필요성과 쿨헬멧 구매에 영향을 미치는 요인에 관한 조사연구이다. 연구방법은 설문조사를 통한 방법으로서, 2014.5.20 ~ 28까지 구글닥스를 이용하여 오토바이 동호회를 대상으로 오토바이 운전자 197명을 조사하였다. 조사결과 오토바이 헬멧 착용 시 불편함을 느끼는 이유로서는 '덥고 답답해서'와 '헤어스타일이 망가져서'가 주요 요인으로 나타났으며, 5점 척도로 조사한 쿨헬멧의 필요성은 평균 3.9점, 쿨헬멧에 대한 구매의향은 평균 3.6점으로 나타났다. 한편, 쿨헬멧이 출시될 경우 오토바이 운전자들의 구매의향에 영향을 미치는 요인은 쿨헬멧의 필요성 인식정도(오드비는 6.52)와 오토바이 헬멧에 쿨기능을 장착할 경우 헬멧에 대한 추가지불 의향 가격(오드비는 1.77)만이 통계적으로 유의한 것으로 나타났다. 한편, 구매의향 분석에 의하면 쿨헬멧의 목표시장은 추가지불 가격이 4만원 이하의 비교적 저가형 쿨헬멧이나 10만원 이상 고가의 쿨헬멧 출시전략이 유효할 것으로 예상된다. 이와 같이 기존의 연구에서 시도되지 않은 쿨 헬멧의 구매의향과 관련된 연구가 이루어진 점이 이 논문의 기여라 할 수 있다.

Keywords

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