Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Consumption Value of Outdoor Female Consumers on Relationship Quality and Long-term Relationship Orientation

아웃도어 여성소비자의 소비가치가 관계품질 및 장기관계지향성에 미치는 영향

  • Jang, Eun-Jeong (Service Design Institute, Sungkyunkwan University) ;
  • Lee, Eun-Jin (Institute of Arts & Culture.Fashion Design Major, Chung-Ang University)
  • 장은정 (성균관대학교 서비스융합디자인협동과정) ;
  • 이은진 (중앙대학교 예술문화연구원.패션디자인전공)
  • Received : 2016.10.20
  • Accepted : 2017.01.14
  • Published : 2017.02.28
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Abstract

This study analyzed the effects of consumption value of outdoor female consumers on relationship quality and long-term relationship orientation as well as differences in consumption value, relationship quality and long-term relationship orientation by demographic characteristics. A survey was conducted from May 15-22, 2016; subsequently, 336 responses were used in the analysis. Statistical analysis methods consisted of frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. The results indicate that the consumption value of outdoor female consumers was composed of functional value, emotional value, epistemic value, situational value, and social value. Relationship quality was composed of satisfaction, commitment, and trust. Consumption value (functional value, emotional value, epistemic value, situational value, and social value) of outdoor female consumers positively affected satisfaction. Emotional value, epistemic value and situational value positively affected commitment; in addition, functional value and emotional value positively affected trust. Satisfaction, commitment, and trust about outdoor brand also positively affected the long-term relationship orientation; in addition, consumption value positively affected long-term relationship orientation. There were significant differences in the consumption value and relationship quality by age and marital status. The study results provide useful information for the marketing strategies of outdoor brands that consider female consumers.

Keywords

References

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