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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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 156 47.1 Female 175 52.9 20-24s 112 33.8 25-29s 129 39.0 30-34s 58 17.5 35-39s 32 9.7-150,000 won 49 14.8-300,000 won 94 28.4-500,000 won 49 14.8-1,000,000 won 57 17.2 1,000,000 won- 82 24.8 1-3 130 39.3 4-6 116 35.0 7-9 43 13.0 10-42 12.7 Brand 68 20.5 Price 46 13.9 Design 195 59.0 Function 22 6.6 Athletic 184 55.6 Non-athletic 147 44.4 Total 331 100.0
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 Originality2.922.019.134.180 Originality3.869.009.140.254 Originality1.782.355.067.187 Originality4.698.486.108.225 Aesthetics1.149.856.329.127 Aesthetics2.176.854.368.079 Aesthetics3.128.818.385.053 Symbolic3.121.284.811.238 Symbolic2.161.378.778.155 Symbolic1.111.423.777.046 Scarcity3.139.189 -.043.874 Scarcity2.249 -.022.266.838 Scarcity1.348.080.233.700 Eigenvalue 3.030 2.940 2.438 2.246 Dispersion(%) 23.309 22.615 18.753 17.278 accumulate(%) 23.309 45.924 64.677 81.955 Cronbach s ɑ.900.939.878.817 Table 4. Brand personality factor analysis result Factor ExcitementCompetence Sincerity Ruggedness Excitement3.875.153.053.243 Excitement4.774.259.038.280 Excitement2.772.191.123.265 Excitement1.691.128.085.196 Competence3.118.850.049.230 Competence4.322.711.053.307 Competence2.338.629.261 -.035 Competence1.201.611.229 -.036 Sincerity3.090.087.887.108 Sincerity2 -.068.010.829 -.112 Sincerity1.195.178.816.213 Ruggedness3.398.054.025.773 Ruggedness2.300.246.116.769 Ruggedness1.362.406.163.541 Eigenvalue 3.365 3.031 2.458 2.047 Dispersion(%) 24.036 21.648 17.557 14.618 accumulate(%) 24.036 45.684 63.241 77.860 Cronbach's ɑ.896.878.838.816
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 127 38.4 experience No 204 61.6 categorical Yes 248 74.9 intention No 83 25.1 continuous Product Characteristics Brand personality Originality 4.05 0.75 Aesthetics 3.54 0.97 Symbolic 3.43 1.04 Scarcity 3.95 0.73 Competence 3.48 0.88 Excitement 3.90 0.83 Ruggedness 3.75 0.87 Sincerity 2.92 0.79
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%) 175.881 20-24s 41(36.6%) 71(63.4%) 112 25-29s 60(46.5%) 69(53.5%) 129 30-34s 12(20.7) 46(79.3%) 58 11.822 ** 35-39s 14(43.8%) 18(56.3%) 32-150,000 won 27(55.1%) 22(44.9%) 49-300,000 won 34(36.2%) 60(63.8%) 94-500,000 won 11(22.4%) 38(77.6%) 49 12.919 * -1,000,000 won 19(33.3%) 38(66.7%) 57 1,000,000 won` 36(43.9%) 46(56.1%) 82 1-3 12(9.2%) 118(90.8%) 130 4-6 69(59.5%) 47(40.5%) 116 7-9 19(44.2%) 24(55.8%) 43 81.089 *** 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%) 195 12.608 ** Function 6(27.3%) 16(72.7%) 22 Athletic 87(47.3%) 97(52.7%) 184 Non-athletic 40(27.2%) 107(72.8%) 147 13.922 *** 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%) 175 5.091 * 20-24s 89(79.5%) 23(20.5%) 112 25-29s 93(72.1%) 36(27.9%) 129 30-34s 39(67.2%) 19(32.8%) 58 5.123 35-39s 27(84.4) 5(15.6) 32-150,000 won 46(93.9%) 3(6.1%) 49-300,000 won 65(69.1%) 29(30.9%) 94-500,000 won 39(79.6%) 10(20.4%) 49 14.660 ** -1,000,000 won 37(64.9%) 20(35.1%) 57 1,000,000 won- 61(74.4%) 21(25.6%) 82 1-3 85(65.4%) 45(34.6%) 130 4-6 100(86.2%) 16(13.8%) 116 7-9 32(74.4%) 11(25.2%) 43 14.190 ** 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) 195 28.306 *** Function 8(36.4%) 14(63.6%) 22 Athletic 153(83.2%) 31(16.8%) 184 Non-athletic 95(64.6%) 52(35.4%) 147 14.928 ***
305 Table 9. crossover analysis of purchase experience and purchase intention intention All experience All Yes No Frequency 115 133 248 Yes intention(%) 46.4% 53.6% 100% experience(%) 90.6% 65.2% 74.9% Frequency 12 71 83 No intention(%) 14.5% 85.5% 100% experience(%) 9.4% 34.8% 25.1% Frequency 127 204 331 intention(%) 38.4% 61.6% 100% experience(%) 100% 100% 100% Table 10. experience logistic regression analysis Variable B Sig Odds Ratio Gender(1) Male -.507.137.603 20-24s -.208.767.813 Age(2) 25-29s.053.934 1.054 30-34s -1.357.050.257 Income and pocket money(3) Number of purchases(4) Factor of consideration(5) -150,000 won -.067.914.935-300,000 won -.907.067.404-500,000 won -1.413.018 *.243-1,000,000 won.174.750 1.190 1-3 -3.653.000 **.026 4-6 -.706.169.493 7-9 -1.299.018 *.273 Brand 1.381.048 * 3.981 Price 1.179.099 3.252 Design -.063.920.939 Major(6) Athletic.411.269 1.508 Originality.049.826 1.051 Product Aesthetics.411.052 1.509 Characteristics Symbolic.008.964 1.008 Scarcity.044.831 1.045 Competence.345.091 1.412 Brand Excitement.268.247 1.307 Personality Ruggedness -.201.377.818 Sincerity -.819.000 **.441 Cox & Snell R²=.330 Nagelkerke R²=.449
Table 11. intention logistic regression analysis Variable B Sig Odds Ratio Gender(1) Male -.901.008 **.406 20-24s -.571.417.565 Age(2) 25-29s -1.216.062.296 30-34s -1.015.132.362 Income and pocket money(3) Number of purchases(4) Factor of consideration(5) -150,000 won 1.428.065 4.171-300,000 won -.471.336.625-500,000 won.439.414 1.550-1,000,000 won.044.922 1.045 1-3 -.251.615.778 4-6 1.255.027 * 3.507 7-9.793.194 2.210 Brand 1.050.104 2.856 Price.809.205 2.246 Design 2.055.000 *** 7.806 Major(6) Athletic 1.003.004 ** 2.727 Originality 1.143.000 *** 3.318 Product Aesthetics.957.000 *** 2.604 Characteristics Symbolic.020.924 1.020 Scarcity.152.534 1.164 Competence.206.311 1.229 Brand Excitement.798.002 ** 2.220 Personality Ruggedness.482.045 * 1.620 Sincerity -.038.866.962 Cox & Snell R²=.267 Nagelkerke R²=.396
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