Selection Criteria and Swimsuit Purchase Satisfaction of Female Consumers According to Swimming Experiences and Physical Self-concepts

This study analyzed the relationship among swimming experiences, swimsuit selection criteria, swimsuit purchase satisfaction level, and the physical self-concept of female consumers. This study was based on a descriptive survey method using a questionnaire. The survey was conducted from June 15 through July 20, 2012, and the sample consisted of 330 female consumers in their 20s and 30s residing in the Seoul and Gyeonggi area. Factor analysis and Cronbach's α coefficients, ANOVA, Duncan's Test, and multiple reg-ression analysis were employed for the data analysis. The results revealed that individual self-concepts on health, sports competence, and fitness were influenced by swimming experiences. There was a tendency for those with a longer period of swimming experience to have a higher level of brand consideration as a swimsuit selection criterion; in addition, they showed a higher satisfaction level with swimsuits. Individual physical self-concept influenced the consideration given to each swimsuit selection criterion as well as swim-suit purchase satisfaction level. The findings of the study reflect the possibility of utilizing swimming ex-periences as a criterion for swimsuit market segmentation. Attention to the quality of swimsuits as well a