The purpose of this study was to provide basic data for marketing strategy and products by defining relationship among badminton club members' involvement, sports apparel purchasing factors and brand preference.
Data were collected by using convenience sampling method. 287 responded to the questionnaire and 246 surveys were finally used for the analysis. With this sample, confirmatory factor analysis and path analysis using AMOS 18.0 were conducted.
The results were found as follows;
First, according to personal characteristics, there were differences in the purchase factors of consumers for sports apparel.
Second, according to the type of consumption behavior, there were differences in the purchase factors of consumers for sports apparel.
Third, there was a relationship between badminton involvement and the purchase factors of consumers for sports apparel. Also the purchase factors of sport apparel were positively affected by brand preference.
In conclusion, the study found that badminton involvement and purchase factors of sport apparel affected brand preference.
Therefore this study valued the role of variables for building sports brand preference.