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1 w wz J. Kor. Soc. Cloth. Ind. 8«6y, 2006 Vol. 8, No. 6, pp (2006) r v k» p w ½ w w œ Gender Characteristics and Consumption Propensity Depending on Golfers Choice Criteria for Golf-wear Ju-Ae Kim Dept. of Clothing & Textiles, Gyeongsang National University, Jinju, Korea Abstract : This study aims to examine the gender characteristics depending on golfers' criteria of choosing golf-wear and to identify the differences in consumption propensity. The research methodology was through the use of questionnaires, completed by golfers in Gyeongnam. As a result of examining the gender differences in the criteria of choosing golf-wear, it has been found that female golfers give more considerations to suitability to body, care convenience, and functionality than male golfers do when choosing golf-wear. As a result of analyzing the factors regarding the consumption propensity of golf-wear, they are categorized into ostentaion, fashion, aesthetic appreciation and practicality. According to the consumption propensity, male golfers were classified into three groups: ostentatious perfection, practical, common group. Female golfer were classified into three groups: practical, common, ostentatious perfection group. Groups of men golfers showed significant differences in the factors of ostentation, fashion and aesthetic appreciation of the consumption propensity. Groups of women golfers, however, showed significant differences in the factors of ostentation and practicality of the consumption propensity. It is considered that marketers need to develop golf-wear according to the gender characteristics by referring to the fact that choice criteria differ according to gender and consumption propensity. Key words : golfer, golf-wear, choice criteria, gender, consumption propensity 1. wì v ƒ ƒ,» 40~50 Á d 30 ¾ v d š r ƒ v y š. w v v w w y e ¾ wš. p ƒ ƒ wì ü w w f v v, v q y w ù kùš. v w ƒ w û šƒ x p.» š» q š w t n wš. v š r ½ š w Ÿk k l r ƒ š. ƒ Corresponding author; Ju-Ae Kim Tel , Fax jakim@gsnu.ac.kr v q y Áw p t p t v mly w. sy k v w q, k fq ƒ p v z z w fq re» w. y fq y g pù f x w y f q d y w w š. w v 20~30 r w e f wš. w Ÿ w d y wš š v 20~30 d œ w y š. d w ƒ ù w w š, d w f š. d» š w y wš p w w w wš. ƒ» ƒ. 655
2 656 w wz 8«6y, 2006 d» ñ v y w š ƒ k p š. œ w» w Õ v, s v, ù j v, v wì w ƒ ü y w ùƒš. w v v š y y ww e t v ƒ ƒwš, q w» sd» f w» w w ƒ r wì vwš. q» w l w, p k ey» t š. g k w p w wì œ w ey y w» l w w. š» w v t ƒ š (w, 2006). v v ³ ù d ³ w, r û ù» sd y w. v w w r v k r v w yw ƒ ùkû ( Á, 2005), v k û ƒ š, y j» w w. v û k w ƒeƒ w r v w w v w š. ù ¾ v w v k k, w t sƒ, y, k» w r w ƒƒ û w w y. w vƒ ü y š x y, v w w w k v w š. û r v k» p q w» w r v t k» t k» y t k» xyw p r š, w w. r v k» v k» w w.» ù y, t w ù y t w, ƒ w k» r y w w ù, v w k v k» w yw w š. w v k» r š, r t k» w š w v fq» š k» ù j» w k w, w w w wù ƒ ƒ ƒ š k». k» s ƒ» š w ƒ Ásƒw w t (specification) w. k» ƒ k š w t ƒ š p ù, y, w, t x»,,,» w š, tƒ ƒ š. (2002) k t ƒ, kr,, m»,» w ùkû. (2002) v t,,,, y,,, e ù m w y ƒ j. r k,, ƒ š w ùkû. (2002) û r w,, A/Sƒ š, r û r A/S w. t r û r, ƒ w ùkû. ½ (1987) v k w t k» l,, t ùkû, hw l ƒ yw ùkû. ½ (1992) ü 30~50 v w w q w k š w š w. û w (1992) v w ful v y w w, v y,,, ƒ w ùkû. w Á ùá½ (2002) 50~60 v k x sƒ» w, w w v k x k/, y, ƒ, t d w š w ùkû.
3 r v k» p w 657 x(1997), k ƒ t, ƒ û ùkû, 6ƒ k (, w,,,, ) ƒƒ š (ûá ) w ƒ ùkû. (1982) ü wš, k w ƒ w w» w(creekmore w 70 w)» x mw w z w, tx w,,,, w. û ùkû. (1995) 20, ƒe w ƒe ƒe, t sƒ» y ƒ t kw e w r., tsƒ» z d y,, z,, ƒe h d, w, w, ùkû. k» š (2002) v t ƒ w ùkû, kw xkƒ w v, ù w ƒ,, m»», ƒ k r š w ùkû. t, w k û, rw,, k, rw, ƒ rw m š w w 3 eš. v t w, r» š š ùk û w w» z y w w w w ùkù. w z w j w y z zw š š. Firat & Dholakia(1977) ql ƒ ƒ w t w ƒ wš, Nicosia & Mayer(1976) w y, y, y 3ƒ y w. ½ y(1996) w š» z y w w w w wš. w z Luthans(1985) z y y w x ù š, x z z,, y w z., mw w ù z ƒe w w ñ zw. w w w r (1989) ql m y x w š w. m w z d ùkù x (, 1993) w ùkù (, 1991). w ql, w, x w š ù w w t k,, y sw ù w mw» w. w w y y w w w y s»ƒ y s»ù k w (½ Á, 1997;, 1997;, 1996) w» w. ƒ š w» w y k k w. š k ƒ», z» w w x w sw g v k» y. 2. v k» p. 3. v k» w d w w
4 658 w wz 8«6y, 2006, d v w w w (, 1999;, 2002) w m p, t k», w š, ü. m p w w w w,, w,, 6 w x d w. t k» 11 w r w» t kwš ƒ w ƒw d w w t k» 11 w, š x(2000), (2002), (2002) w w m Á w 5 fp d w. w 22 w r v x d w w (2002), (2002), (2004) w w m 22 w Á w w (6 w), (6 w), (5 w), (5 w) w 5 fp w. 3.3.,,,,»k, û ü ³x w û 3 œ, û 3œ w ww ù, 2 œ z ü k ƒ»k w.» l mw. t x r wš û w, 238 ƒ. r v t k» w» w t w, v k» y» w w. v k» p w w. r w» w z w w, p» w w r m p v m p û w w (Table 1). 238 û ƒƒ 56%, 44 % ù kû. r m p w, Table 1. r m p û(%) (%) (%) χ 2 (df) p 10 Á20 25(18.8) 11(10.5) 36(15.1) 30 39(29.3) 28(26.7) 67(28.2) 40 50(37.6) 49(46.7) 99(41.6) 50 Á60 19(14.3) 17(16.2) 36(15.1) w 133(100.0) 105(100.0) 238(100.0) y y 25(18.8) 17(16.2) 42(17.6)»y 108(81.2) 88(83.8) 196(82.4) w 133(100.0) 105(100.0) 238(100.0) w š 7( 5.3) 22(21.0) 29(12.2) 28(21.1) 15(14.3) 43(18.1) 73(54.9) 51(48.6) 124(52.1) w 25(18.8) 17(16.2) 42(17.6) w 133(100.0) 105(100.0) 238(100.0) w 3( 2.3) 5( 4.8) 8( 3.4) 50(47.6) 50(21.0) 45(33.8) 14(13.3) 59(24.8)» 27(20.3) 16(15.2) 43(18.1) 9( 6.8) 2( 1.9) 11( 4.6) q Á 11( 8.3) 11(10.5) 22( 9.2) 25(18.8) 25(10.5)»k 13( 9.8) 7( 6.7) 20( 8.4) w 133(100.0) 105(100.0) 238(100.0) s³ (16.5) 11(10.5) 33(13.9) 200~400 50(37.6) 31(29.5) 81(34.0) 400~600 33(24.8) 27(25.9) 60(25.2) 600~800 15(11.3) 19(18.1) 34(14.3) ( 9.8) 17(16.2) 30(12.6) w 133(100.0) 105(100.0) 238(100.0) **p<.01 ***p< (3).25.27(1) (3)** (7)*** (4).16 (n=238)
5 r v k» p w 659 (n=238) Table 2. v k» û(n=133) (n=105) t k» t p M S.D M S.D k / / ƒ t y x w *.04 g *.03 r r ***.00» **.01 *p<.05 **p<.01 ***p<.001 s y, ƒ s³ w ƒ ù w w ùkü. û r w r w ùkû (p<.0.1). û r (33.8%),» (20.3%) (18.8%) ùkû ù, r ƒ 47.6% ù kü. r v k» : v t k» r t w Table 2. v k» r w, x w, g, r,» w. v kw r w û r ƒ ƒ j ùkû. rƒ û r w r d ùkù rƒ v š w.» û, r û r v» w. w g û r û r g ƒ w v kw w ùkû. w x w û, r û r v w. v w x r š kw, v w e x y š w w w. û r y» v t k» sƒw, r», x w y w ùkû. û r» y k» w, p r û r w», y k» v, r d v w, r û r» ƒ š g, x w š w ùkû. t, w (, 2002;, 2002) r v ƒ š w k / ù w (š x, 2000) ùküš. w w, w ùkù š. v k» y : v k» k» y» w. ƒ ù k» z sƒw d w» š. û r, v k»» y w (r=.73. p<.001),» y v k w». y w r» w». r» t» w (r=.60)ƒ sƒw. û r w v w t w wš w, ƒ v w. k / / (r=.56), k w û r v kw. ƒ x w(r=.49), ƒ r (r=.46) sƒ, ƒ w k»» r t x ww v r wì sƒw ƒw.» ƒ x, w» rw kw w. t r, t, t yw rƒ w yw w» ùkû. r v k» y w, r x w g k» (0.58) ƒ ùkû, k w w š w k» š. k x y d» ƒ. x w ƒ (0.53) k» w ƒ v kw. w x w k» r (0.51) ƒ, r x w k» w d wì š š
6 660 w wz 8«6y, k / Á, g w, / x w w ùkû. ƒ x w(r=.53), g (r=.42), r (r=.48), y w, t r w (r=.48) ùkû. y x w, g,», x w g, r,» w. w g r,», r, r» w ùkû v k» p v kw» û r p r v k» w û r w q wš fq z w w w (Table 3, 4). û r 45% w 1 k» š w š, t ywš,, d w ƒw» š w w ƒ w x. 2 48% w, v x w ƒ w ƒw y,» t k». r ù t w k w k w» ƒ x w û p, š» w x w. 3 k» û, s x. w û r v kw» k kw v w w», û p w w. 1 2ƒ û r w 3 ƒ x w. v kw» r p r v k» w r w q w (Table 5, 6). 1 y š w y, x w, g, r,» w, t, r, w w ƒ. Table 3. v k» (û) t k» F p k / / ƒ t y x w g r r » Table 5. v k» ( ) t k» F p k / / ƒ t y x w g r r » Table 4. v k» p (û) n(%) p 1 61(45) w ƒw,» tù w x x w, y w ƒw, r,, t k 2 64(48) w w ƒw ƒ x. 3 8(6) p w ƒw s x Table 6. v k» p ( ) n(%) p 1 33(31) y, x w, g, r,» w, t, r, w x 2 32(30) w k /, /,» wù w û r s x 3 40(38) x w,», y w ƒw k /, / w š w x (n=133) (n=105)
7 r v k» p w 661 Table 7. w w w rƒ ù rƒ ø rƒ v š rƒ v w w ù š û v w ø v ƒ w t š v w w v t ùký t v ¼ w ƒ ü w w ½ ƒ ù w» w k rw w ƒ w ù w ƒ w y ƒw ùw kw t w š (eigenvalue) (%) (%) Cronbach's α k /, /,» w wù w û r ƒ, g w ùw w s x w. 3 k» š w š, k /, /, w x w,», ƒ w» d w k» š w w v k» w : r w» w w w w z w Table 7. v w w, š 1 4 ƒ 4 w 63.27% ùkû. ƒ p r. ƒ w š w w. 1» y, w w w š š w w % w. w r v w w ww wš w. w w w. 2 mw š, k w» w w w š š 3.22, 18.96% ùkû k w w 5 w š 18.9% w. 3 ù w k w w w š š 2.24, 13.15%. 4 w y ù w t w w w Table 8. v k» w(û) N M z S.D F p x a 0.62 x b *** 0.00 s x c 0.81 w w x a 0.75 x b *** 0.00 s x c 0.47 w x a 0.78 x a *** 0.00 s x b 0.67 w x ab 0.50 x a s x b 0.58 w ) z Tukey w. ***p<.001
8 662 w wz 8«6y, 2006 Table 9. v k» w( ) N M z S.D F p x b 0.62 s x a *** 0.00 x a 0.67 w w x s x x w x s x x w x a 0.40 s x b ** 0.01 x a 0.59 w ) z Tukey w. **p<.01 ***p<.001 w š 2.00, 11.76% ùkû. ƒ š e š 3.30 l 2.00¾ ùkûš 4 w 63.27% ùkû. wr, d ü k, š k k q k š q, Cronbach' a ¾ ùkù d ü w š. ƒ sw w s³ z w w j. v k» w :, w, ƒ ù p q zw. w 3 w ƒ q, 1, 2ƒ w ƒ, 3 w ƒ (Table 8). û r d wš, w w w ƒ 1, w, w ƒw, w w. 2 ƒ w w» r ù w w w x. 3, w,, w p w s x. r v w ùkü (Table 9). r 1 x w š wš w w r. 2 s x wù w w. 3 x w š w. 5. r v k» t k» p w š w, x ü w. r m p w, s, y, s³ w ƒ ù w w w ùkü, r œ v y w š w w ƒ. v t k» r w, x w, g, r,» w ƒ. v k r d ƒ ƒ ùkû, û r» y k» w, p r û r w», y k» š w d v w. û r w r g x w š w ùkû v w y, e x y š w w w. w t, w, r v ƒ š w k / ù ùküš. w w, w ùkù š. v k w ƒ w, d š ƒ. v w w, ƒ w,,, xy. v k» y w, û r t k» y w ƒ, k»» y, r t, k / / ùkü. r k /,, g ùkû, x w k» g, ƒ, r ƒ, x w k» w d š v fq w v ƒ k» z sƒw d w». v k» p w, û
9 r v k» p w 663 r 3 x, x, s x š, r 3 x, s x, x. û r x k» š w š» d t ywš,, w ƒw ùkû.» ƒ w k» w w k, Á š w» v»w w. x t k v x w ƒ w ƒwš, y,» w š w š w, w fq y» š w ql k w, x ww w. s x k» û û p w w. û r, v kw ƒ k w v w w» ƒ, û r s x rƒ v k w» š w fq z. v k» r w q w, x y, x w, g, r,» w ùkù, y rw g ƒ w g ƒ w»z t w»z w. s x k /, /,» w wù w û r ƒ, g w ùw w, v w š w» t ù. x k» š w š, k /, / w, x w,», ƒ w» d š w w, z ƒ ƒ r w k. š ƒ k w š w r ƒ m w ƒ ƒ fq. û r v w, w, ƒ ùkû. w w ƒ q, w x x w ùkü. w x, w, w ƒw, w w. x ƒ w w», d š t w w. r v w ùkü. r x w š wš x, w š w x. û r w x fq ƒ» ¾ w w. v v t. w v ñ v t m y ƒ w q, v ƒ t w w w ƒ š k» w. r m p vƒ ù» sd y ùkü ù, v k» w w w ùkû š fq. v fq t w k» w t w j t v fq y w y w v ƒ. v t k» w ƒ fq p v w v œw. w û w r w w û v t k» w»»w w, w» k w g w ù z sw k w š v fq z»w» w v w w ƒ v w. š x (1989) y ql w - -. w w w. š x (2000) ü r v y. w w w. ½ y (1996) w d, w d. w w» w w. ½ (1987) v w k. w w w.
10 664 w wz 8«6y, 2006 ½ Á (1997) w k w -y -. wƒ wz, 35(2), ½ (1992) v w q. y w w w. (2002) v w p y. w w w. (1982) k» w - ü -. w w w. Á Á v (1997) xk y. w wz, 21(8), (1993) x z d. û w w w. (1999) ü v w w. w w w. (1996) s» w. w wz, 20(1), (1995) ƒe tsƒ. w w w. (1991) w. w w w. (2002) v k». w w w. Á (2005) v y v k., 55(1), x (1997) k k y. w w w. (1992) v w ful v y w. y w w w. (2002) v w w. w w w. (2004) r v k v w. w w w. w Á ùá½ (2002) 50Á60 v k w w. y, 10(5), w ( ) r. Firat F.A. and Dholakia N. (1977) Consumption patterns and macro marketing: A radical perspectives. European Journal of Marketing, 11(4). Luthans F. (1985) Roganizational Behavio. 4th Ed., McGraw-Hill, N.Y. Nicosa F.M. and Mayer R.N. (1976) Toward a sociology consumption. Journal of Consumer Research, 3, ( )
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