한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)

한국의상디자인학회 (Korea Fashion and Costume Design Association)
권호 표지
DOI QR코드

DOI QR Code

중국 소비자의 라이프스타일이 애슬레저웨어 추구혜택과 구매의도에 미치는 영향

Effect of Chinese Consumers' Lifestyle on Pursuing Benefits and Purchase Intention for Athleisure Wear

  • 장분용 (중앙대학교 대학원 패션학과) ;
  • 오경화 (중앙대학교 디자인학부 패션전공)
  • Fenrong Zhang (Fashion Major, Dept. of Design, Graduate School, Chung-Ang University) ;
  • Kyung Wha Oh (Fashion major, School of Design, Chung-Ang University)
  • 투고 : 2022.12.07
  • 심사 : 2023.01.27
  • 발행 : 2023.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study examines the effects of Chinese consumers' lifestyles on pursuing the benefits and purchase intentions for athleisure wear. Chinese female consumers aged 20 to 40 in Shanghai and Chengdu, who have purchased athleisure wear were selected for a survey, and 510 questionnaires were collected. Data was analyzed using SPSS 26.0 software. Factor analysis, reliability verification, regression analysis, and discrete analysis were performed. As a result, Chinese consumers' lifestyles were classified into three categories: 'personality orientation', 'show-off orientation', and 'health orientation'. There were four benefits: 'situation pursuit', 'practicality pursuit', 'fashion style pursuit', and 'appearance pursuit' for athleisure wear. Among the lifestyle types of Chinese consumers, "individuality-oriented" showed a positive effect on "pursuit of practicality", "pursuit of situation", "pursuit of fashion style", and "pursuit of appearance" among the benefits of pursuing athleisure wear. Next, among lifestyle types, 'show-off orientation' showed a positive effect on 'individuality' and 'appearance pursuit'. Finally, among lifestyle types, 'health-oriented' showed a positive effect on 'pursuit of practicality' and 'pursuit of appearance'. On the other hand, Chinese consumers' lifestyle types of "show-off," "health-oriented," and "individuality-oriented" all exhibited a significant impact on their purchase intention for athleisure wear. According to age groups and location, there is no significant difference in terms of 'lifestyle', 'athleisure wear pursuit benefits' and 'purchase intention'. Compared married women and unmarried women, it was found that unmarried women value their health and leisure, while those with a lower their educational background, considered the lifestyle of "individuality-oriented" and "show-off-oriented", as well as "situation-pursuit", "practicality", and "fashion style pursuit".

키워드

과제정보

이 논문은 2021년도 중앙대학교 연구장학기금 지원에 의한 것임.

참고문헌

  1. 2021 Research report on china's new consumption development trend. (2021, December 30). Sohu News. Retrieved from https://www.sohu.com/a/513165643_533924 
  2. 2022-2023 China's apparel industry development and consumption trend investigation and analysis report. (2022, June 23). iiMedia Reseach. Retrieved from https://www.163.com/dy/article/HAHS1MCP0511A1Q1.html 
  3. Ahn, J. S., & Kim, J. R. (2010). The difference between the perception of national image and its effectiveness according to consumer lifestyle in the chinese market. Northeast Asian Economic Association of Korea, 22(2), 191-233. 
  4. An, E. J. (2022). A Study on Athleisure Fashion Tendency and Consumer Behavior According to Covid 19 Pandemic. Journal of the Korean Society Design Culture, 28(1), 239-249.  https://doi.org/10.18208/ksdc.2022.28.1.239
  5. Analysis of the market size, competition pattern and development prospects of china's sportswear industry in 2021 the future market size may exceed 600 billion yuan. (2022, February 14). Euromonitor. Retrieved from https://bg.qianzhan.com/report/detail/300/220214-2c27ba77.html 
  6. Apparel industry global marketing report. (2022, March 17). Shopline. Retrieved from https://urlzs.com/tA3Bw 
  7. Chen, R. (2019). Research on the consumption behavior of new consumpti on concept under the new consumption Era. Unpublished a master's thesis, Hubei University of Technology, China. 
  8. Chinese consumers in 2022. (2022, November 2). Mintel. Retrieved from https://urlzs.com/3Cgwd 
  9. Fan, Z. (2022, February 14). Analysis of the market size, competitive landscape and development prospects of china's sportswear industry in 2021 the future market size may exceed 600billion. Euromonitor. Retrieved from https://urlzs.com/AkPRP 
  10. Guidelines of the sports industry report. (2019, October 28). The State Council General Office-Document No.77. Retrieved from https://urlzs.com/5Jx3e 
  11. Guo, D. (2021). International statistical yearbook-2020(1st ed.). National Bureau of Statistics.
  12. Hofmann, A., & Curtin, C. (2019, June 15). Nike inc: late arrival to the 'athleisure-wear' trend. Erasmus. Retrieved from https://reurl.cc/d2K62 
  13. Jeon, J., & Pan, M. (2021). A study on market segmentation of chinese university students using leisure lifestyle. Journal of The Korean Data Analysis Society, 23(3), 1185-1119. 
  14. Kim, S. N., Jung, J. H., & Oh, K. W. (2017). The effects of lifestyles on pursuing benefits and purchase intention of athleisure wear. Fashion & Textile Research Journal, 19(6), 723-735.  https://doi.org/10.5805/SFTI.2017.19.6.723
  15. Kim, S. N., & Oh, K. W. (2018). A comparative study on purchase behavior of athleisure wear by segmental market according to sports and leisure participation. Journal of the Korean Society of Clothing and Textiles, 42(6), 1025-1038..  https://doi.org/10.5850/JKSCT.2018.42.6.1025
  16. Kim, Y. J., & Kahng, H. W. (1992). The effect of clothing satisfaction, body cathexis and school achievement related to social selfesteem. Journal of the Korean Society of Clothing & Textiles, 16(2), 197-209. 
  17. Ko, H. (2005, November 18). A lifestyle theory. Naver Blog. Retrieved from https://urlzs.com/wkxcc 
  18. Ko, K. S. (1992). A study on the life style and purchase behavior of leports in university students based on value consciousness. Advertising Research, 75(17), 75-107. 
  19. Kwon, J. (2016). A study on the athleisure ofcharacteristics in modern fashion. Journal of the Korea Fashion & Costume Design Association, 18(4), 101-116. 
  20. Kyung, H. S. (2022). A study on the impact of the pursuit benefits in clothing materials in the intent to purchase natural dyeing products: focusing on the mediating effect of the attitude toward natural dyeing products. Journal of the Korea Fashion & Costume Design Association, 24(3), 97-109. 
  21. Lee, D. A., & Ahn, I. S. (2016). A study on characteristics of athleisure design in domestic and inter-national brands. Illustration Forum, 16(48), 27-36. 
  22. Lee, M. K., Choi, H., & Kim, J. W. (2018). An exploratory study on the impact of mobile Internet use on the quality of life of users according to their lifestyle. Information and Communication Policy Society, 15(1), 29-64. 
  23. Lee, S. (2018). The effect of university students sports clothing shopping orientation, product attributes and clothing benefits sought on satisfaction and repurchase intent. Korean Journal of Sports Science, 27(2), 537-550.  https://doi.org/10.35159/kjss.2018.06.27.2.537
  24. Li, J. L., & Zheng, G. Z. (2019). Analysis of factors affecting college students' sportswear consumption behaviors. Journal of Clothing Research, 4(5), 465-470. 
  25. Parpikhodjaeva, N., & Lee, O. (2022). Market segmentation based on the clothing benefits of female college students in uzbekistan - clothing involvement and clothing purchasing behavior -. The Research Journal of the Costume Culture, 29(6), 795-809. 
  26. Petriccione, A. (2018). Fashion vs. function: a look at new opportunities for fashionable and functional travel wear. Advertising & Society Quarterly, 19(3), 1-29. 
  27. Shin, K. H. (2022). A study on the impact of the pursuit benefits in clothing materials in the intent to purchase natural dyeing products: focusing on the mediating effect of the attitude toward natural dyeing products. Journal of the Korea Fashion & Costume Design Association, 24(3), 97-109. 
  28. Tom, B. (2021, August 8). The global consumer insight research, 2018. Price Waterhouse Coopers-China. Retrieved from https://www.pwc.com/ 
  29. Wu, Y. (2004, July). About the paradigm of chinese consumers based on (china-vals) and applied research. China Economics Annual Conference 2005. 
  30. Yin, S. J. (1993). Research on chinese consumer pattern. China: Business Press. 
  31. Kim, D. G., & Oh. E. T. (2020). A Study on Sports Fashion Pursuit Benefits and Purchasing Behaviors according to Athleisure Wear Selection Characteristics . The Korea Journal of Sport, 18(3), 499-508.  https://doi.org/10.46669/kss.2020.18.3.044