ORIGINAL RESEARCH article
Front. Sports Act. Living
Sec. Sports Management, Marketing, and Economics
Volume 7 - 2025 | doi: 10.3389/fspor.2025.1627600
This article is part of the Research TopicShaping Tomorrow: Trends and Transformation in the Sports IndustryView all 5 articles
Optimizing Winter Sportswear Design and Service Priorities in China: A Multi-Model Assessment
Provisionally accepted
- 1Liaoning Institute of Basic Medical Sciences, Shenyang, China
- 2Jeonbuk National University, Jeonju, Republic of Korea
- 3Shenyang Normal University, Shenyang, China
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Background: People who maintain regular outdoor exercise in winter face many environmental and climatic challenges. Therefore, it is crucial to clearly prioritize the attributes of consumer demand for winter sportswear. Purpose: This study aims to identify the ranking of attributes that Chinese consumers of outdoor sports products value in their demand for winter sportswear. Participants and methods: This study collected data from sports enthusiasts in China's cold winter regions through an online questionnaire (the final effective data set contains 483). The scale collected attribute data on consumer needs for sportswear functions, pricing, service, design, and brand. Each survey includes consumer evaluations of the importance and performance of demand attributes. Demographic surveys include information on age, purchasing experience, and recent requirements. Finally, the results are statistically analyzed using t-test, IPA, Borich needs, and LF. Results: Top Priority includes color, ergonomics, logo and accuracy (shown as priority in IPA, Need and FL results). Second Priority includes logistics, packaging, return & exchange policy (shown as priority in Need and FL results). Third Priority includes technical cost, fabrics cost and quality control cost (only shown as priority in IPA result). Conclusion: The top three attributes that consumers care about most in the Chinese winter sportswear market are, in order of priority: design, service and pricing.
Keywords: Winter sportswear, requirement attributes, Priority, IPA, Borich, LF
Received: 13 May 2025; Accepted: 06 Oct 2025.
Copyright: © 2025 Yang, Liu and Song. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Wenduo Liu, lwd1204@jbnu.ac.kr
Zhengxue Song, knusong@synu.edu.cn
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.