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This study is to investigate the needs for the cool motorcycle helmet and the factors affecting the purchasing intention of cool helmet. The convenient sampling from motorcycle clubs were conducted during 5/20/2014~5/28/2014 on Google DAX. As a result, 197 participants were surveyed. The main reasons of sensing unpleasant feeling wearing helmet were identified as 'hot and uncomfortable feeling' and 'it ruins hair style'. The mean score expressed in terms of five point scale showed that the needs for cool helmet was 3.9 and the purchasing intention of cool helmet was 3.6, respectively. The significant factors influencing the purchasing intention of cool helmet were identified as 'the needs for cool helmet' (odds ratio=6.52) and 'extra paying intention for cool helmet' (odds ratio=1.77). The main reasons of sensing unpleasant feeling wearing helmet were similar to the previous research. However, we can expect that the initial target market for cool helmet would be the low end (less than ₩40,000 of extra paying intention) or the high end (more than ₩100,000 of extra paying intention). The main contribution of this study is dealing with the topics related to the purchasing intention of the cool helmet.

A study on the needs for the cool motorcycle helmet and the factors affecting the purchasing intention