Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore,...
Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.
Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.
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가설 설정
4) The levels of awareness of heartbeat measuring smart clothes were not different among the three groups. As for preference and purchase intentions, the outdoor leading group and the outdoor pursuit group showed higher preference and purchase intentions compared to the outdoor following group.
제안 방법
Four questions related to sports and outdoor clothing consumption were composed, and seven questions related to the awareness and value of and demand for smart clothing were composed for the evaluation of demand for general smart clothing. Fifteen questions regarding the awareness of, purchase intention and acceptable prices for the smart clothes with heart rate measurement, heating, or light-emitting functions classified earlier were composed for the evaluation of demands for smart clothes by function, and four demographic questions were composed.
In order to evaluate demands for smart clothes by function, a stimulant consisting of photos of commercialized smart clothes and descriptions of major functions and prices was presented so that the respondents could respond to the questionnaire after understanding the grouped smart clothes.
In this study, in order to analyze demands for smart clothes according to sports/outdoor clothes consumption behaviors, actually commercialized smart clothes by function were clustered and presented and consumer demands were analyzed.
In this study, to analyze demands for commercialized smart clothes by function, smart clothes were clustered into groups in similar price ranges centering on their functions. The outcomes were used in consumer demand analysis as data presented to analyze consumer demands by function and by price range.
Therefore, in this study, the age range of analysis was expanded to twenties-sixties to analyze the demand and price acceptance for smart clothing according to the smart clothing consumption behaviors by age group with a view to presenting basic data for planning of smart clothing through segmentalized demand forecasting of smart clothing.
To analyze demands for smart clothing by function according to sports and outdoor clothing consumption behaviors, questions were extracted from questions used in previous studies(Cho et al., 2010; Choi & Lee, 2006; Kang, 2015; Lee, 2015) and the questions were modified to fit the content of this study in order to compose questions in this study.
Twelve questions related to demand for smart clothing were applied to five-point Likert scale and seventeen questions including demographic characteristics were applied to nominal scale. One question on the function of pursuing smart clothing was applied to a subjective way.
대상 데이터
Reference values of the results of questions regarding whether sports/outdoor clothes were purchased, the number of suits purchased, clothes purchase frequency, and clothes purchase amount were obtained through data standardization processes and K-means cluster analysis was conducted. As a result, the respondents were classified into three groups; group 1 with 245 respondents, group 2 with 262 respondents, group 3 with 139 respondents. The group classification was shown to be statistically significant.
Nine types of bio-signal measuring clothes were found, which are OMsignal’s Ombra, Maxim’s Fit Shirt, Ralph Lauren’s Polotech Shirt, Hexoskin’s Biometric shirts, and Gymi’s smart shirts & smart pants, Sensecore’s smart sports clothing that have heart measuring functions, and Myontec’s Mbody, Athos’ Athos gear, Far East New Century Corp’s DynaFeed, NTT Docomo’s Hitoe, and AiQ’s Lighting jacket based on EMG measurements.
The questionnaire was composed of a total of 30 questions. To analyze demands for smart clothing by function according to sports and outdoor clothing consumption behaviors, questions were extracted from questions used in previous studies(Cho et al.
데이터처리
Reference values of the results of questions regarding whether sports/outdoor clothes were purchased, the number of suits purchased, clothes purchase frequency, and clothes purchase amount were obtained through data standardization processes and K-means cluster analysis was conducted. As a result, the respondents were classified into three groups; group 1 with 245 respondents, group 2 with 262 respondents, group 3 with 139 respondents.
In order to analyze demands for smart clothes by function according to sports/outdoor clothes consumption behaviors, a total of 1,000 questionnaire sheets were distributed from November 1 to December 20, 2017, and the sports/outdoor clothes consumption behaviors of 646 subjects who had purchased sports/outdoor clothes within one year were analyzed thereby analyzing demands for smart clothes according to functions by group. To that end, Kmeans cluster analysis was conducted for group clustering through the application of the statistical program SPSS 20.0, and crossover analysis and ANOVAs were carried out for demand analysis. Subjective answers were analyzed after grouping through lexicalsemantic organization.
성능/효과
3) In the evaluation of the value of smart clothes, it was shown that when desired functions were added, the purchase intentions of the outdoor leading group and the outdoor pursuit group increased more compared to the outdoor following group.
According to the results of analysis in this study, as for the planning of smart clothing, proactive planning into premium products by emphasizing the functional part of smart clothing is considered necessary for the outdoor leading group of people in their 40s and older people, expansion of premium products into high price lines is considered necessary for the outdoor pursuing group of people in their 30~40s, and planning for stepwise entry into mid-to-low price lines that can be applied to single-unit items such as vests is considered necessary for the outdoor sympathy group of people in their 20~30s.
Among the demographic characteristics of group 1, as for the sex ratio of males and females, the numbers of males and females were shown to be similar, as for the ages, the number of respondents in their 20~30s was shown to be larger compared to other age groups, and as for the occupations, the distributions of office workers and university students were shown to be higher. As for the characteristics of outdoor behaviors, the number of outdoor clothes in possession was shown to be 3~5 clothes, the purchase frequency was shown to be one time per year or lower, and the purchase amount per time was shown to be about 200,000~less than 300,000 won.
The applied smart clothing was determined by searching commercialized smart clothing based on the Internet and research papers. As a result of the search, bio signal measuring clothes based on heart rate and electrocardiogram measurement functions, leisure clothes for night safety using optical fibers and LEDs, heating clothes applied with a heating function to adjust temperature, NFC, gesture communication clothes were found.
Among the demographic characteristics of group 3, as for the sex ratio of males and females, the numbers of males and females were shown to be similar, as for the ages, the number of respondents in their 40s or older was shown to be larger compared to other age groups. As for the characteristics of outdoor behaviors, the number of outdoor clothes in possession was shown to be at least 10 clothes, the purchase frequency was shown to be at least one time per three months, and the purchase amount per time was shown to be about 1 million~less than 2 million won. Therefore, group 3 was named ‘outdoor leading group’.
This study is meaningful in that it analyzed and presented the acceptance and acceptable price ranges for smart clothes in diverse age groups ranging from 20s to 60s based on commercialized smart clothes. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption.
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