KOREASCHOLAR

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

Ⅰ. 서 론
 Ⅱ. 이론적 배경
  1.아웃도어 스포츠웨어 시장 현황
  2.기능성 소재
  3.의복 추구 혜택
 Ⅲ. 연구방법 및 절차
  1.면접 대상자 선정
  2.면접 진행 내용
  3.자료의 정리 및 분석
 Ⅳ. 연구결과 및 논의
  1.구매 결정 요인
  2.선호 브랜드
  3.기능성 소재
  4.추구 혜택
 Ⅴ. 결 론
 참고문헌

• 이영주(성신여자대학교 의류학과) | Young Ju Rhee
• 이은옥(성신여자대학교 의류학과) | Eun Ok Lee 교신저자