스포츠웨어에 대한 의존성과 착용효과에 관한 연구

When enjoying sports activities with friends or others, sportswear has symbolic meanings to express andexpect self-concept. Sports players sometimes have trouble when they feel embarrassed by their low skillsor care about other people too much. Therefore, researchers tried to find out which feature of sports playersaffects dependence on brand sportswear along with the effect of wearing conspicuous sportswear on wearerwhen sports players have a conflict based on Solomon``s symbolic interactionism. We proposed that roleknowledge and attention to social comparison information (ATSCI) influenced people to depend on and usebrand sportswear that influences a reflexive evaluation. Finally, we suggested that a changed self-conceptwould exert influence commitment to sports. A quantitative study was conducted employing an online surveyof 121 people by convenient sampling. In this process, Google Docs was to create the online surveyand to collect responses by participants. In data processing, via SPSS 21.0 version for Windows, exploratoryfactor analysis, Cronbach``s α, ANOVA, t-test, discriminant and regression analysis were conducted tostudy the relationship between variables. The finding provided evidence that low role knowledge and highATSCI create high dependence on brand sportswear and influence people to buy sportswear. When peoplebought and wore a brand sportswear, they evaluated themselves as professional sports players who weremore committed to sports. This study confirmed that brand sportswear was useful for sport players to changeself-evaluation and enjoy sports.