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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2005.1
- 수록면
- 849 - 860 (12page)
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초록· 키워드
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This paper aims on providing basic data for establishing marketing strategies to maintain the loyalty of sports brands on a high level by analyzing the factors that decide the purchase for sports product brands by consumers. The subjects of this study are 300 persons from students of population D and K Universities located in Busan by convenience sampling, and only 274 questionnaires are used for analysis excluding for 26 questionnaires with dishonest answers. The collected data are verified with DUNCAN as Tukey verification, and one-way ANOVA analysis using SPSSWIN 10.0 statistics program, and these are the results; 1. The result of analyzing purchasing situational factors according to demographic characteristics. While there is no significant difference between group according to gender, monthly income, monthly allowance, and time for sports activity, but there is significant difference between group in level of sports participation(p<.001). 2. The result of analyzing purchase-deciding factors according to demographic characteristics. There is significant difference between groups in terms of gender, level of sports partici- pation, monthly income, and monthly allowance, except for the time for sports activity.
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