Analysis of determinants of purchasing experience and purchase intention of sports and art collaboration products Jeoung-Hak Lee, Jae-Moon Lee*, & Min

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1 Analysis of determinants of purchasing experience and purchase intention of sports and art collaboration products Jeoung-Hak Lee, Jae-Moon Lee*, & Min-Jun Kim Kyung Hee University [Purpose] [Methods] [Results] Key Words:

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4 301 Fig. 1. stimulus(clothes, shoes, bags) Table 1. Demographic characteristics of survey subjects Gender Age Monthly average income (pocket money) Annual average Number of Sports Apparel s Factor of consideration Major Division Frequency Rate(%) Male Female s s s s ,000 won ,000 won ,000 won ,000,000 won ,000,000 won Brand Price Design Function Athletic Non-athletic Total

5 Table 2. Composition of survey Division Definition of variables Scale Gender, Age, Monthly average income, Annual General average, Number of Sports characteristics Apparel s, Factor of consideration, Major categorical experience Yes / No intention Yes / No Product Characteristics Brand Personality Originality, Aesthetics, Symbolic, Scarcity (5 point Likert scale) Competence, Excitement Ruggedness, Sincerity (5 point Likert scale) continuous ɑ Table 3. Product characteristic factor analysis result Factor Originality Aesthetics Symbolic Scarcity Originality Originality Originality Originality Aesthetics Aesthetics Aesthetics Symbolic Symbolic Symbolic Scarcity Scarcity Scarcity Eigenvalue Dispersion(%) accumulate(%) Cronbach s ɑ Table 4. Brand personality factor analysis result Factor ExcitementCompetence Sincerity Ruggedness Excitement Excitement Excitement Excitement Competence Competence Competence Competence Sincerity Sincerity Sincerity Ruggedness Ruggedness Ruggedness Eigenvalue Dispersion(%) accumulate(%) Cronbach's ɑ

6 303 Table 5. Reliability analysis by factor Product Characteri stics Brand Personality Measure Originality Fresh/Unusual/Unique/New Aesthetics Stylish/Attractive/sharp It helps to express me I can keep it by owning my Symbolic identity It helps when others judge me It is sold with limited supply There are not many people Scarcity to have It is rare compared to general products Successful/Confident/ Competence Trustworthy/Leadership It is state of the art/rich in Excitement imagination/unique/interesting Ruggedness Tough/active/pioneering Sincerity Truthful/sound/honest Table 6. Results of descriptive statistics Division Variable Variable Frequency/M %/SD Yes experience No categorical Yes intention No continuous Product Characteristics Brand personality Originality Aesthetics Symbolic Scarcity Competence Excitement Ruggedness Sincerity

7 Table 7. experience crossover analysis General characteristics Gender Age Income and pocket money Number of purchases Factor of consideration Major Division experience Yes No All X 2 Male 64(41.0%) 92(59.0%) 156 Female 63(36.0%) 112(64.0%) s 41(36.6%) 71(63.4%) s 60(46.5%) 69(53.5%) s 12(20.7) 46(79.3%) ** 35-39s 14(43.8%) 18(56.3%) ,000 won 27(55.1%) 22(44.9%) ,000 won 34(36.2%) 60(63.8%) ,000 won 11(22.4%) 38(77.6%) * -1,000,000 won 19(33.3%) 38(66.7%) 57 1,000,000 won` 36(43.9%) 46(56.1%) (9.2%) 118(90.8%) (59.5%) 47(40.5%) (44.2%) 24(55.8%) *** 10~ 27(64.3%) 15(35.7%) 42 Brand 37(54.4%) 31(45.6%) 68 Price 21(45.7%) 25(54.3%) 46 Design 63(32.3%) 132(67.7%) ** Function 6(27.3%) 16(72.7%) 22 Athletic 87(47.3%) 97(52.7%) 184 Non-athletic 40(27.2%) 107(72.8%) *** Table 8. intention crossover analysis General characteristics Gender Age Income and pocket money Number of purchases Factor of consideration Major Division intention Yes No All X 2 Male 108(69.2%) 48(30.8%) 156 Female 140(80.0%) 35(20.0%) * 20-24s 89(79.5%) 23(20.5%) s 93(72.1%) 36(27.9%) s 39(67.2%) 19(32.8%) s 27(84.4) 5(15.6) ,000 won 46(93.9%) 3(6.1%) ,000 won 65(69.1%) 29(30.9%) ,000 won 39(79.6%) 10(20.4%) ** -1,000,000 won 37(64.9%) 20(35.1%) 57 1,000,000 won- 61(74.4%) 21(25.6%) (65.4%) 45(34.6%) (86.2%) 16(13.8%) (74.4%) 11(25.2%) ** 10~ 31(73.8%) 11(26.2%) 42 Brand 51(75.0%) 17(25.0%) 68 Price 28(60.9%) 18(39.1%) 46 Design 161(82.6%) 34(17.4) *** Function 8(36.4%) 14(63.6%) 22 Athletic 153(83.2%) 31(16.8%) 184 Non-athletic 95(64.6%) 52(35.4%) ***

8 305 Table 9. crossover analysis of purchase experience and purchase intention intention All experience All Yes No Frequency Yes intention(%) 46.4% 53.6% 100% experience(%) 90.6% 65.2% 74.9% Frequency No intention(%) 14.5% 85.5% 100% experience(%) 9.4% 34.8% 25.1% Frequency intention(%) 38.4% 61.6% 100% experience(%) 100% 100% 100% Table 10. experience logistic regression analysis Variable B Sig Odds Ratio Gender(1) Male s Age(2) 25-29s s Income and pocket money(3) Number of purchases(4) Factor of consideration(5) -150,000 won ,000 won ,000 won *.243-1,000,000 won ** *.273 Brand * Price Design Major(6) Athletic Originality Product Aesthetics Characteristics Symbolic Scarcity Competence Brand Excitement Personality Ruggedness Sincerity **.441 Cox & Snell R²=.330 Nagelkerke R²=.449

9 Table 11. intention logistic regression analysis Variable B Sig Odds Ratio Gender(1) Male ** s Age(2) 25-29s s Income and pocket money(3) Number of purchases(4) Factor of consideration(5) -150,000 won ,000 won ,000 won ,000,000 won * Brand Price Design *** Major(6) Athletic ** Originality *** Product Aesthetics *** Characteristics Symbolic Scarcity Competence Brand Excitement ** Personality Ruggedness * Sincerity Cox & Snell R²=.267 Nagelkerke R²=.396

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Journal of Educational Innovation Research 2018, Vol. 28, No. 3, pp DOI: * Strenghening the Cap

Journal of Educational Innovation Research 2018, Vol. 28, No. 3, pp.27-43 DOI: http://dx.doi.org/10.21024/pnuedi.28.3.201809.27 * Strenghening the Capacity of Cultural Arts Required in Special Education