Earticle

초록

영어

The purpose of this study was to identify the effect of perceived buying risk on risk reducing behavior for sportwear’s consumer. In order to achieve this goal, 191 consumers experienced for buying soprtwears were selected by the convenience sampling method in Seoul on 2008. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have construct reliability’s values ranging from .676 to .912. The data were analyzed by using Window SPSS ver. 15.0 and AMOS 7.0 program and by conducting descriptive analyses, confirmation factor analysis to identify the fit degree of factors, path analysis. The results are follows: First, psychological, social, and economical risk statistically and significantly influenced a money-back guarantee with a magnitude in the listed order. Second, time risk in
the midst of perceived buying risk influenced quality confirmation significantly. Third, economical risk and social risk statistically influenced passive purchase in the listed order. Forth, economical, functional, time, and psychological risk significantly influenced product comparison in the listed order.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적 및 가설
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 조사도구의 타당도 및 신뢰도
  4. 조사절차 및 자료처리방법
 Ⅲ. 결과 및 논의
  1. 연구모형 및 가설검증
  2. 논의
 Ⅳ. 결론 및 제언
 참고문헌
 ABSTRACT

저자

• 김철주 [ Kim, Chul-Ju | 조선대학교 ]
• 김일광 [ Kim, Ill-Gwang | 한국체육대학교 ]

참고문헌