한국시장에서 브랜드 원산지별 스포츠제품의 시장우위 연구: 스포츠제품 속성평가, 브랜드자산, 구매의도를 중심으로 = A Study on Market Advantage of Sport Products by Brand Origin in the Korean Market: Focused on Attribute Evaluation of Sport Products, Brand Equity, and Purchase Intention

국문 초록 (Abstract)

본 연구는 한국시장에서 브랜드 원산지별 스포츠제품의 속성평가, 브랜드자산, 구매의도의 수준과 이들 요인 간의 인과관계를 분석함으로써 한국시장에서 시장우위를 점하고 있는 스포츠제품 기업을 알아보고자 하였다. 이에 사전설문조사를 통해 글로벌, 일본, 한국의 경쟁력 있는 스포츠브랜드를 추출하였고, 이후 실시한 본 조사에서는 생활체육스포츠, 엘리트스포츠, 프로스포츠, 여가스포츠에 참가하고 있는 모집단을 선정하여 498부의 유효설문지를 확보하였다. 연구결과 국내 스포츠용품 소비자는 스포츠제품 속성평가, 브랜드자산, 구매의도의 평가에서 글로벌 스포츠브랜드를 가장 높게 평가하였으며, 일본 스포츠브랜드는 중간 수준에서 한국 스포츠브랜드는 낮은 수준에서 평가하고 있었다. 특히, 생활체육스포츠, 엘리트스포츠, 프로스포츠, 여가스포츠의 참여유형별 평가에서도 글로벌 스포츠브랜드, 일본 스포츠브랜드, 한국 스포츠브랜드 순으로 나타났다. 또한 글로벌 스포츠브랜드는 스포츠제품의 속성평가, 브랜드자산, 구매의도로 이어지는 순차적인 인과관계 및 스포츠제품 속성평가가 구매의도로 연결되는 소비행동모델을 형성하고 있었으나 한국 스포츠브랜드는 스포츠제품 속성평가, 브랜드자산, 구매의도로 이어지는 순차적인 인과관계는 나타나지만 스포츠제품의 속성평가가 구매의도로는 이어지지는 못하는 것으로 나타났다. 결국 한국 스포츠시장에서 나이키, 아디다스 등과같은 글로벌 스포츠브랜드는 높은 시장지위를 확보하고 있었으며, 국내 스포츠소비자의 구매행동은 제품속성이나 브랜드자산과 같은 정보에 입각하여 구매의사결정을 하고 있음이 확인되었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine competitiveness of sport product companies by brand origin in the Korean market by analyzing attribute evaluation of sport products, brand equity, and purchase intention and their causal relationship. Competitive sport brands were selected in global, Japanese, and Korean brands by a pilot survey. Then, this study selected a population participating in sports for all, elite sports, professional sports, and leisure sports and 498 effective questionnaires were secured. As a result, Korean consumers for sport products evaluated global sport brands in the highest level, Japanese sport brands in the moderate level, and Korean sport brands in the lowest level in the evaluation of attribute evaluation of sport products, brand equity, and purchase intention. Moreover, the evaluation of participating types in sports for all, elite sports, professional sports, and leisure sports showed the same result in the order of global, Japanese, and Korean sport brands. Global sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention and formed a consumption behavior model that attribute evaluation of sport products led to purchase intention. On the other hand, while Korean sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention, attribute evaluation of sport products did not lead to purchase intention. Finally, it was confirmed that global brands such as Nike and Adidas had a high market position and Korean sport consumers’ purchase behavior was determined based on information of product attributes and brand equity.

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