The Effect of Gear Acquisition Syndrome on Consumer Pride and Subjective Well-being in Sportswear

As the global sportswear market expands, consumers are emerging who value not only functional purposes but also fashionable attire suitable for sports activities. Therefore, this study investigated the relationship between consumers’ desires, gear acquisition syndrome(GAS) tendencies, pride, and subjective well-being in the context of sportswear. A web-based survey was conducted with 200 adult sportswear consumers in South Korea, and the data were analyzed using the SPSS and AMOS statistical packages. The study results revealed that consumers with higher levels of need to mimic, need for performance improvement, and need to show off were more likely to exhibit tendencies toward GAS. Consumers with stronger tendencies toward GAS had higher levels of pride and subjective well-being, and higher pride was associated with higher subjective well-being. Furthermore, the financial status and affordability of consumers influenced the relationship between their need for self-esteem and GAS. This study highlights the positive relationship between GAS regarding sportswear and consumers’ pride and subjective well-being. Overall, these findings can effectively inform the development of marketing strategies that target consumers with such tendencies.