International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effects of Face on Symbolic Consumption Trends, Product Satisfaction, and New Product Purchase Intention of Online Golf Product Consumers

  • Yang, Min-Hyeok (Department of Sport Management, Dankook University) ;
  • Kim, Seyun (Department of Sport Management, Dankook University)
  • Received : 2021.06.22
  • Accepted : 2021.06.28
  • Published : 2021.09.30
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Abstract

The purpose of this study is to identify the impact of online golf product consumers' face on symbolic consumption trends, product satisfaction and new product purchase intention. To this end, a survey was conducted on 300 customers who have purchased golf products online at golf practice centers located in Seoul, Gyeonggi Province and Chungcheongnam-do Province. Data processing was performed using SPSS 23 and AMOS 18 to analyze verifiable factors, reliability, correlation, and structural equations. We obtained the following results. First, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

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References

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