Social and Psychological Aspects

The Impact of Body Satisfaction on Fitness Apparel Online Shopping According to Culture

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Abstract

The purpose of this study was to examine how consumers' body satisfaction or dissatisfaction affects fitness wear consumption differently according to culture. A total of 1,144 college students were recruited from one university in the United States (N=607) and three universities in South Korean (N=537). Discriminant analysis and MANOVA were conducted to determine the extent to which variables varied among the four identified clusters (p<.05). The findings demonstrated both U.S. and Korean students are significant different in their designations of being satisfied with their bodies. The results of this study also indicated that different body perceptions and cultures are related to the key features (i.e., function, quality) of fitness apparel and impact purchase intentions toward fitness apparel online shopping. Therefore, the study could provide marketing strategies to the global fitness or sports apparel industry as segmentation approaches about body satisfaction, fitness apparel consumption, and culture.

How to Cite:

Nam, C., Son, J. & Yu, J., (2018) “The Impact of Body Satisfaction on Fitness Apparel Online Shopping According to Culture”, International Textile and Apparel Association Annual Conference Proceedings 75(1).