스키지도자의 패션 관련 라이프스타일과 브랜드충성도 영향요인과의 관계 = The Relationship between Ski Instructors` Fashion Lifestyle and Influential Factor of Brand Loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationship between ski instructors` fashion lifestyle and their brand loyalty to ski products and to provide basic information for establishing marketing strategies related to ski products. The subject chosen to accomplish such a goal is ski-instructors. Through the convenient sampling method, 153 copies of questionnaire were collected, and the collected data was handled according to SPSSWIN 10.0 for the purpose of the study. The collected data from the questionnaire was divided into 4 brand loyalty groups based on the favorable manner and intention of repurchase. Then, one-way ANOVA was used to verify differences among primary factors in the four brand loyalty groups. As a result, statistics indicated that there was considerable difference in information search, product knowledge and awareness of competitors. However, no difference was found in three factors of fashion lifestyle for the brand loyalty groups. The multiple regression analysis was used to prove the relationship between fashion lifestyle and influential factors on brand loyalty. Consequently, the results showed that three factors of fashion lifestyle had a partial influence on each factor of brand loyalty. In other words, statistics demonstrated that the main factor of fashion lifestyle had noticeable influence on perceived risk, self-image, pursuit of diversity, and corporate image. In addition, value of quality had considerable influence on information search.