With the raise of artificial intelligence (AI), a new form of influencers has entered the proposition of marketing strategies for brands. Virtual influencers (VI’s) have shown their potential for brands in general, fashion lifestyle, or fashion luxury, even being more impactful in specific aspects than traditional influencers. Zooming in on sports, the VI space has been discovered by some brands already, yet for lifestyle sports products only. The performance sports products environment is still untouched. This study aims to identify the potential goals to be achieved for sports brands creating human-like virtual influencers to implement in their performance range of products strategy.

본 연구의 목적은 배드민턴 동호회 활동을 조사하고 배드민턴 활동에서 발생하는 스포츠 상해를 예방하는 스마트 의류를 디자인 개발하는 것이다. 고령화 사회에서, 스포츠는 생활체육으로 친숙하게 접하고 있으며, 점차 동호회 형식으로 발달되고 있다. 배드민턴 동호회 활동은 많은 스포츠 상해가 있으며, 특히 높은 발생률을 보이는 발목 부상은 스포츠 참여를 방해하는 심각한 문제로 대두되고 있다. 그러므로 본 연구는 발목 부상을 포함한 스포츠 상해를 예방 하는 스마트의류의 디자인 프로토타입을 제안하는 것을 목표로 하였다. 첫째, 배드민턴 동호인들의 특성 및 고려사항, 그리고 스포츠 부상을 예방하기 위한 스마트 의류의 구성요소를 도출하였다. 둘째, 배드민턴 동호인들과 엘리트 배드민턴 선수, 전문가의 대상으로 스마트의류 사용에 따른 문제 및 사용자 평가들을 고찰하였다. 셋째, 선행연구와 사용자 평가 항목들을 통하여 스마트의류의 사용 시나리오를 도출하였다. 넷째, 발목 상해를 포함한 스포츠 상해를 방지하는 스마트의류 프로토타입을 사용 시나리오를 기반으로 제안하였다. 본 연구에서 제안된 스마트의류를 통하여, 스포츠 상해 예방에 도움이 필요한 배드민턴 동호인들은 스마트 단말기를 통해서 그들의 상해와 건강 상태를 가상 게임의 아바타로 모니터링이 가능하다. 이러한 가상 게임 시스템은 스포츠의 상해 및 건강에 관련한 정보에 접근을 용이하게 한다. 따라서 이와 같은 스포츠용 스마트의류는 배드민턴 동호인들의 부상을 예방하고 스스로 재검토를 가능하게 한다. 본 연구는 스포츠 상해를 예방하거나 스포츠 활동 또는 생체 신호 모니터링 하는 스마트의류 디자인 시에도 활용될 수 있다.

Physical appearance is the most readily available visual cue in first impression situations and can thus influence the judgments and subsequent behavior of the perciever. Clothing has been singled out by many researchers as a powerful aspect of physical appearance that is highly expressive in nature. However most clothing and first impression studies either have forcefully categorized clothing choices into broad categories (e.g., casual look, sporty look, professional look, etc.) or have been manipulated to best represent the clothing category or self-identity of the wearer. Also, to this day, there has not been any research on the everyday sportswear choices of sports participants and thier communicative aspects. Along these lines, the current study is, based on person perception and social identity theory, an attempt to provide some insight as to the signaling aspects of sportswear as well as how these signals are percieved and interpreted to make first impression judgments by observers. More specifically, the study looks to compare the intentions and human brand personality of sportswear consumers with judgments made by percievers about the social identity, self-identity and personality traits of the wearer in a first impression setting. Repeated Measures of Aanlysis of Variance (ANOVA) was employed to test the differences between self and others perception. Results are discussed, among with the limitations of the study and directions for future research.

하이테크놀로지를 여러 가지 다른 영역과 융합하고자 하는 노력이 다양한 연구 분야에서 시도되고 있으며, 스포츠웨 어를 개발함에 있어 운동선수의 운동능력을 향상시키기 위한 분야에 이러한 첨단 기술들이 도입되고 있다. 본 연구는 스포츠 훈련에 도움이 되는 동작 센싱 스마트 스포츠웨어를 개발하기 위한 기초 연구로서, 조정 동작 시 관절의 움직임 을 측정할 수 있는 동작 센서를 부착하기 위한 인체상의 최적 위치를 탐색하는 것을 목적으로 한다. 본 연구에서는 일관된 동작을 반복적으로 수행할때 관절의 변화가 큰 조정을 대상 스포츠로 선정하였으며, 조정 선수의 대표 체급인 중량급과 경량급의 피험자를 선정하여 동작에 따른 피부의 변화율을 측정하여 체급별 차이를 분석하였다. 먼저, 3차원 모션캡처 시스템을 이용하여 조정 동작 시 등, 팔꿈치, 엉덩이, 무릎 부위의 피부 변화를 촬영하고, 각 마커 간 거리의 변화율을 분석함으로써 체급에 따른 차이를 보이지 않으면서 동작에 따라 피부의 변화가 큰 부분을 인체 상에 도시하였 다. 이를 바탕으로 동작 센싱용 스마트 스포츠웨어를 위한 센서 부착의 가이드라인을 제시하였다.

The purpose of this study was to investigate the relationships between sports commitment, sportswear brand satisfaction, and brand loyalty of female university students in their 20s. Two hundred surveys were distributed to female university students, and 185 responses were used for the final analysis. The SPSS program was used with a reliability test and factor, frequency, path analysis. Based on the literature review, the following five hypotheses were suggested. H1: Cognitive commitment will have a positive effect on the behavioral commitment of sports commitment factors. H2: The behavioral commitment of female university students will have a positive effect on brand satisfaction. H3: Sportswear brand satisfaction will have a positive effect on continuous brand loyalty. H4: Cognitive commitment will have a positive effect on habitual brand loyalty. H5: Continuous brand loyalty will have a positive effect on habitual brand loyalty. The results of this study showed that first, after the factor analysis, there were two factors of sports commitment (behavioral commitment and cognitive commitment). Second, the path analysis results revealed that there were significant relationships between sports commitment factors (cognitive commitment and behavioral commitment), sportswear brand satisfaction, and brand loyalty factors (continuous brand loyalty and habitual brand loyalty). The results revealed that cognitive commitment had a positive relationship with behavioral commitment, which had a positive relationship with sportswear brand satisfaction. Sportswear brand satisfaction had a positive relationship with continuous brand loyalty, which had a positive relationship with habitual brand loyalty. Cognitive commitment also had a positive relationship with habitual brand loyalty.

The purpose of this study is to examine the impacts of the utilitarian, hedonic and symbolic benefits of consuming sportswear on consumers’ purchase intention and willingness to pay. Also, the potential moderating role of the type of brands (i.e., luxury vs. regular brands) is examined. A multiple regression was performed to examine the impacts of the perceived utilitarian-, hedonic-, and symbolic benefits on individuals’ purchase intention, while controlling for descriptive norm, financial constraints, prior brand attitude and familiarity, prestige sensitivity, fashion consciousness, and demographics. It appeared that respondents who indicated that the advertised sportswear fulfilled their hedonic, utilitarian, and symbolic benefit had greater purchase intention. A log-linear regression analysis was performed to examine the impacts of the perceived utilitarian-, hedonic-, and symbolic benefits on individuals’ willingness to pay for sportswear, while controlling for the descriptive norm, financial constraints, prior brand attitude and familiarity, prestige sensitivity, fashion consciousness, and demographics. As respondents’ willingness to pay was logarithmically transformed in order to correct its skewed bias from the normal distribution, the findings indicated that those who indicated that the utilitarian and symbolic benefits were fulfilled were likely to pay 35% and 19.4%, respectively, more for the sportswear. In order to explore the potential moderating role of the type of brands, we examined the influences of utilitarian, hedonic, and symbolic benefits on purchase intention and willingness to pay for two split samples—one for the two luxury sportswear brands, and the other for the regular sportswear brands. After estimating coefficients for luxury and regular sportswear brands, respectively, a series of z-tests was performed to examine whether the magnitude of coefficients varied across the luxury vs. regular brands. The impacts of hedonic and symbolic benefits on purchase intention were greater for the luxury brands than for the regular brands, whereas the opposite pattern was observed for the utilitarian benefits. Similar patterns of relationships were observed for consumers’ willingness to pay, although the hedonic benefits did not have any significant impact. Theoretical and practical implications are discussed along with future research directions.

This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers' repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers' repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

본 연구에서는 심한 소음으로 불쾌감을 주는 스포츠웨어용 PTFE 라미네이팅 투습발수 직물 8종을 대상으로 직물 마찰음의 심리음향학적 특성을 고찰하고, 심리음향학적 특성에 영향을 미치는 직물의 기본 특성과 역학적 특성 간의 관계를 파악함으로써, 직물의 심리음향학적 마찰음을 낮출 수 있는 변인을 찾아내고자 하였다. 직물 마찰음 시뮬레이터를 이용하여 녹음한 직물의 소리에서 Zwicker의 파라미터인 심리음향학적 크기(loudness(Z)), 날카로움(sharpness(Z)), 거칠기(roughness(Z)), 그리고 변동강도(fluctuation strength(Z))를 계산한 뒤, 소리특성에 대한 사후검정 결과에 따라 시료를 덜 시끄러운 PTFE 필름 그룹과 더 시끄러운 PTFE 필름 그룹으로 나누어 마찰음의 심리음향학적 특성과 직물의 역학적 특성, 기본특성간의 관계를 고찰하였다. 심리음향학적 특성 중 loudness(Z)만이 시료의 마찰음과 유의한 관계에 있는 것으로 나타났으며, 분석 결과 직물의 기본 특성에서는 layer가 얇고 필라멘트사를 사용한 직물의 마찰음이 덜 시끄럽게 인지되는 것으로 나타났으며, 직물 마찰음의 심리음향학적 크기에 영향을 미치는 주요변수로는 layer로 것으로 나타났다. 마찰음이 작은 PTFE 필름 그룹의 경우 전단 방향으로의 변형이 어려울수록 마찰음이 시끄나타났다. 시끄러운 마찰음을 갖는 PTFE 필름 그룹의 경우 심리음향학적 크기에 영향을 미치는 주요 변수로 전단이력이 설명 변인으로 포함되었다.

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.

현재 주목받고 있는 실버 소비자의 등산복 구매 실태와 만족도를 알아보고 노인 연령대에 따른 차이를 분석하였다. 본 연구 대상의 표집은 북한산에서 등산을 하고 계시는 노인 100에 대하여 65세를 기준으로 뉴실버와 실버 소비자로 노인소비자를 구분하였다. 자가응답과 대필방식을 병행하여 설문지를 작성하였으며 수집된 데이터는 SPSS 12.0을 이용하여 t Test와 카이검증을 통하여 분석하였다. 뉴실버 소비자들은 실버소비자보다 스포츠웨어를 자주 구입하였으며 구매비용도 더 많은 것으로 나타났다. 브랜드 인지도도 높았으며 구매장소는 스포츠웨어 전문매장을 선호하였다. 구매기준과 불만족 요인도 연령대에 따라 차이가 있었다. 즉 뉴실버 소비자에게는 등산복의 품질, 디자인/색에 대한 불만족이 높은 반면에, 실버 소비자에게는 품질, 착용감/쾌적감이 불만족이 높았다.

본 연구의 목적은 의복 고유의 속성을 유지하면서도 각종 디지털 장치 및 기능을 의복 내에 통합시키는 스마트 의류의 모듈형 모형을 개발하는 것이다. 이를 위하여 의류와 디지털 기기를 접목할 수 있는 다학제적 기술을 개발하고, 음악 감상 기능, 생체 모니터링 및 외부환경 감지 기능 등 다양한 디지털 디바이스를 의복에 내장함으로써 엔터테인먼트 및 건강관리 기능을 중점 지원하는 총 4종의 스마트 스포츠웨어(트레킹복, 조깅복)의 디자인 프로토타입을 제시하였다.