남녀소비자의 아웃도어웨어의 컬러선호도 및 컬러선택동기 요인에 대한 연구

초록

With the recent increase in interest in health, healing, travel, and spending leisure time, the number of consumers who enjoy outdoor activities has also increased, leading to significant annual growth in outdoor-related markets. Recent developments in technology have enriched the previously limited color palette, enabling outdoor apparel companies to phase out black gradually and introduce more primary colors in their clothing lines. As such, consumers are presented with abundant choices in color selection, including bold colors not commonly seen in other categories of clothing. The aim of this study is to identify the factors influencing consumers' outdoor wear color preferences by examining differences observed in their casual wear color selection. Results from a survey of 283 consumers indicated that outdoor wear color preference differed significantly in relation to clothing care requirements, preferred colors, emotions, and body shapes; gender, age, and degree of obesity also played a significant role in the variation of preferences. Outdoor wear jackets and tops have diverse variations in reds and oranges compared with casual wear. Meanwhile, black and other deep, dark colors were preferred for both outdoor wear bottoms and casual wear. Yellows were prevalent for spring wear, blues for summer, bluish violets for fall, and black shades for winter. The preferred color schemes for spring and summer were pale, light, and vivid colors; for fall, vivid, deep, and dark colors; for winter, deep and dark colors. The colors selected for spring and summer were similar, as were the colors selected for fall and winter.

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