중년층 소비자의 등산용품 소비동기와 구매 결정요인

Middle aged consumers' motivation for the consumption of outdoor gear and factors affecting their purchase: Focusing on conspicuous consumption

The purpose of this study is to examine the purchase of outdoor gear by middle aged consumers and their consumption patterns and find the factors affecting their purchase of outdoor gear focusing on conspicuous consumption. For this, a survey of 200 consumers aged between 40 and 60 residing in Cheongju was conducted. The findings of this study can be summarized as follows. First, on average, a middle aged consumer spends about 300,000 - 500,000 won on the purchase of outdoor gear. Most of the surveyed said that it is appropriate, whereas 30% of them answered that it is burdensome. Second, middle aged consumers purchase outdoor gear for what they symbolize rather than for their functions. And they tend to be influenced by the brand name and the members of their hobby club. Third, when purchasing outdoor gear, middle aged consumers show a tendency of conspicuous consumption. They feel that expensive outdoor gear expresses their economic status and they consider how well it expresses their economic status and individuality very important as they wear outdoor clothes as everyday clothes frequently. Fourth, when one tries to express his/her sense of mattering through outdoor gear more, when one has higher brand satisfaction, or when one exchanges opinions with others more, the expenditure on outdoor gear is higher. On the other hand, when one considers more factors for purchase, the expenditure on outdoor gear is lower.