The Benefit Segmentation of Outdoor Wear Consumers and Purchasing Behavior

Kim, Sang Mi; Won, Myung Sim; Han, Ki Hyang

doi:10.7233/ijcf.2015.15.2.019

Cited by 1 publication

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“…그 동안 아웃도어웨어와 관련된 연구는 아웃도어웨어의 구 매와 관련된 소비자 측면의 연구 (Chung, 2015;Kim, 2014;Park, 2013)와 디자인 개발 연구 (Han & Lee, 2011;Kim, 2015;Kim & Ha, 2012 The price is expensive. 14 8 15 124 99 10 I 0.14 -0.14 I …”

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Analysis of Consumer's Perception and Product Satisfaction·Dissatisfaction with Urban Outdoor Wear based on Kano Model: Focused on University Students

Jun¹,

Kim²,

Kim³

et al. 2016

Fashion & Textile Research Journal

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: This research was designed to figure out the perception and attitude of university students toward urban outdoor wear and to provide the guidelines for product quality improvement using Kano model. A total of 270 responses were analyzed by SPSS 20.0 through frequency and factor analysis. Respondents' levels for outdoor activity & outdoor products possession being still low, steady growth in urban outdoor wear market is expected. A total of eight quality factors were identified through factor analysis; suitability, production quality, functionality, ease of care, fabric performance, portability, fashionability, and symbolism. Based on Kano model, quality factors of urban outdoor wear were categorized into three groups: one-dimensional; indifferent; and must-be quality factor. It was found that consumers were satisfied with urban outdoor wear only when it meets the needs for suitability for body types and ease of care, meaning that manufactures should be cautious not to lose these features. Being must-be quality factor, production quality(form stability, quality of subsidiary materials), and fabric performance such as colorfastness should be basically satisfied. The relative importance of each quality feature on satisfaction/dissatisfaction was investigated using CSC(customer satisfaction coefficient). Based on the CSC, every item was classified again. Attractive quality features with large CSC were shown in suitability factor. Must-be quality features with small CSC were mainly shown in functionality and fabric performance factors. These findings imply that manufactures of urban outdoor wear should not only maintain the production quality but also focus on suitability features to differentiate their product with previous products.

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