PURPOSE This study aimed to subdivide the market based on the general characteristics and consumer psychology of sports brand collaboration consumers and provide basic data for efficient collaboration marketing activities of sports companies. METHODS The subjects of this study were high school, college, and graduate students from high schools and universities in the Seoul and Gyeonggi area. Of the 600 copies of the questionnaire distributed, 475 were selected and analyzed in the final sample. Regarding the statistical method for this study, the PASW 18.0 statistical program was used for the frequency, exploratory factor, reliability, hierarchical cluster, K-means clustering, and cross analyses, as well as the one-way ANOVA. RESULTS The results of the analysis suggested five subdivided clusters with according marketing strategies: “external male,” “practical male,” “twenties design preferred female,” “low-interest women,” and “high consumption optional attributes” groups.
PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
