대학생의 의복 동조성에 따른 프로스포츠 구단 상품 시장 세분화
A Segmentation of Pro Sports Merchandise Market based on Apparel Conformity of University Students
- 주제(키워드) apparel conformity , pro sports merchandise , market segmentation , university students
- 주제(기타) 체육
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002557433
- 등재 KCI등재
- 발행기관 한국사회체육학회
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000175900
- 본문언어 한국어
초록/요약
Purpose: The purpose of this study is to convey a segmentation of pro sports merchandise market based on apparel conformity of university students. Method: The survey was distributed to four universities across South Korea and 894 questionnaires were collected. A total of 782 data were analysed excluding 112 quetsionnaires with incomplete responses. SPSS Statistics 25 was used for frequent analysis, exploratory factor analysis, K-average cluster analysis, chi-square test, t-test and multiple regression analysis. Results & Conclusion: Marketing strategies for Cluster 1 (low conformity group) were development of athleisure products for women in the 20s, renovation of onlines hopping mall outlet in the professional spor t teams, and executing ideas to maximize enjoyment of shopping for women. As for Cluster 2 (high conformity group), various strategies for brand management including building a positive brand identity, the importance of customized marketing based on the strong influence of significant others and their data, and the creation of synergy effect using celebrity marketing were suggested.
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