The Effect of Middle-aged Consumers’ Clothing Consumption Traits on Golf Wear Benefit and Purchasing Selection Criteria

Abstract

This study investigates the difference in golf wear benefits and selection criteria of middle-aged consumers, who are the main consumers of golf wear, according to clothes consumption traits. The data were collected from men and women aged 40 to 60 years who own golf wear by conducting a questionnaire survey, and the collected data were analyzed by SPSS 21.0. The results of this empirical study are summarized as follows: First, the factor analysis of clothes consumption traits in middle-aged consumers extracted four factors: conscious consumption, individual self-expression, rational quality pursuit, and practical economic pursuit. Second, a cluster analysis based on clothes consumption trait factors, categorized the respondents into a utility value-seeking group, social value-seeking group, and emotional value-seeking group. Third, it was found that golf wear benefits were extracted into three factors: conspicuous style pursuit, rational practicality pursuit, and functional activity pursuit. The utility value-seeking group pursued both rational practicality and functional activity, and the social value-seeking group pursued conspicuous style and also functional activity. Fourth, the emotional value-seeking group possessed more golf wear. Regarding purchase of golf wear, both the emotional value-seeking group and the social value-seeking group purchased golf wear more often than the utility value-seeking group. Fifth, expressive performance had a greater effect than instrumental performance on the decision to purchase golf wear. In the utility value-seeking group, the decision to purchase for instrumental performance among the intrinsic attributes was an important factor, but the social value-seeking group and the emotional value-seeking group regarded expressive performance among the intrinsic attributes as more important. Based on the results of this study, clothes consumption traits are proven to be effective based on market segmentation standards in the constantly evolving golf wear market.

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