인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
Purpose: The purpose of this study is to identify the importance and satisfaction of consumer values during the purchase of sports merchandise, as well as to provide strategic directions for product development.
Method: Data were collected from adult consumers who had purchased sports merchandise within the past three months. An importance–performance analysis (IPA) was conducted to assess the significance of differences between importance and satisfaction. The IPA matrix was then applied to interpret the coordinates of each quadrant and derive the final results.
Results: The results showed that functional value (appropriate price) was rated as the most important attribute, while hedonic value (happiness derived from the purchase) ranked highest in terms of customer satisfaction. The IPA matrix indicated that attributes such as appropriate price, preferred color and shape, and first impression of attractiveness were located in Quadrant I (Keep up the good work). In contrast, Quadrant II (Concentrate here) included attributes like price–quality ratio, practicality, preferred style, limited edition, scarcity, convenience, and the possibility of being sold out. Quadrant III (Low priority) included novelty, the latest model, and trendy style, whereas Quadrant IV (Possible overkill) comprised future value appreciation, happiness from purchase, uniqueness of design, sophistication, joy of purchase, refreshment, and fun.
Conclusion: These findings contribute to the expansion of consumer value research and provide practical implications for developing consumer-oriented marketing strategies within the sports merchandise industry.
Method: Data were collected from adult consumers who had purchased sports merchandise within the past three months. An importance–performance analysis (IPA) was conducted to assess the significance of differences between importance and satisfaction. The IPA matrix was then applied to interpret the coordinates of each quadrant and derive the final results.
Results: The results showed that functional value (appropriate price) was rated as the most important attribute, while hedonic value (happiness derived from the purchase) ranked highest in terms of customer satisfaction. The IPA matrix indicated that attributes such as appropriate price, preferred color and shape, and first impression of attractiveness were located in Quadrant I (Keep up the good work). In contrast, Quadrant II (Concentrate here) included attributes like price–quality ratio, practicality, preferred style, limited edition, scarcity, convenience, and the possibility of being sold out. Quadrant III (Low priority) included novelty, the latest model, and trendy style, whereas Quadrant IV (Possible overkill) comprised future value appreciation, happiness from purchase, uniqueness of design, sophistication, joy of purchase, refreshment, and fun.
Conclusion: These findings contribute to the expansion of consumer value research and provide practical implications for developing consumer-oriented marketing strategies within the sports merchandise industry.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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