International journal of advanced smart convergence

  • 제10권3호
  • /
  • Pages.26-32
  • /
  • 2021
  • /
  • 2288-2847(pISSN)
  • /
  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
권호 표지
DOI QR코드

DOI QR Code

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)
  • 투고 : 2021.06.22
  • 심사 : 2021.06.28
  • 발행 : 2021.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. B. K. Lee, "The Effect of Conspicuous Consumption by Golf consumers' Chemyeon on Luxury Goods and Luxury Brands Purchasing Intention," Korean Journal of Sports Science, VOl. 21, No. 4, pp. 635-644, Aug 2012.
  2. B. K. Lee, "Structural Relationship between Golf Customer of Social-Face Sensitivity and Luxury Brand Goods, Purchasing Intention," Journal of Tourism and Leisure Research, VOl. 26, No. 1, pp. 339-356, Jan 2014.
  3. M. J. Kim, "Research Articles: The Effects of Social-Face Sensitivity on Occupational Attitude of Service Employees in the Food and Beverage Industry". Journal of Foodservice Management, VOl. 14, No. 3, pp. 175-199, Jun 2011.
  4. Kim, I. S. The relationship among facial sensitivity, symbolic consumption propensity, image congruity and brand loyalty of golf equipment consumers, M.A. Thesis. KonKuk University, Seoul, Korea, 2019.
  5. B. K. Lee, "The Effects of Social-Face Sensitivity on Reference Group Following Consumption, Unplanned Upward Consumption and Replacement Purchase Decisions of New Products in Golf Consumers," Journal of Tourism and Leisure Research, Vol. 29, No. 2, pp. 361-376, Feb 2017.
  6. K. W. Byun and S. Kim, "A Study on the Effects of Advertising Attributesin YouTube e-sport Video," International Journal of Internet, Broadcasting and Communication, Vol.12, No.2, pp. 137-143, May 2020. DOI : http://dx.doi.org/10.7236/IJIBC.2020.12.2.137
  7. M. H. Lee and H. R. Lee, "A Study on Moderating Effects of Gender and Golf Ability in the Relationship between Chemyon Sensitivity and Propensity to Consume by Golf Participants," Korean Journal of Hospitality & Tourism, Vol. 22, No. 5, pp. 61-82, Oct 2013.
  8. Park, S. H. Subculture Characteristics of Golf Participants on their Social Face Sensitivity and Symbolic C onsumption Propensities, Ph.D. Thesis. Hanyang University, Seoul, Korea, 2016.
  9. H. S. Kim, G. Y.Jung, and K. Hyung, "The Structural Relationship between Social Face Sensitivity and Conspicuous Consumption, Shopping Styles among Golf Club Consumers," Korean Society of Golf Studies, Vol. 7, No. 1, pp. 1-10, Jun 2013.
  10. Park, S. H. The influence of ski supplies consumer's symbolic consumption propensity on select properties and future consumption behavior, M.A. Thesis. Hanyang University, Seoul, Korea, 2016.
  11. K. H. Lee and H. J. Park, "The effects of smartphone shopping propensity on purchasing satisfaction," Academy of customer satisfaction management, Vol. 16, No. 2, pp. 17-36, Aug 2014.
  12. Y. H. Song and J. B. Sim, "The Impact of Generalized Satisfaction on Purchase Intention for Innovative New Products; Focused on Smart Phone," Journal of Commodity Science and Technology, VOl. 30, No. 5, pp. 147-159, Oct 2012. DOI : 10.36345/kacst.2012.30.5.013
  13. J. F. Hair, R. E. Andreson, R. L. Tatham and W. C. Black, Multivariate data analysis, Englewood Cliffs, 1998.
  14. R. G. Netemeyer, J. S. Boles, D. O. Mckee, R. McMurrian, "An investigation into the antecedents of organizational citizenship behaviors in a personal selling context," Journal of Marketing, Vol. 61, No. 3, pp. 85-98, Jul 1997. https://doi.org/10.2307/1251791
  15. K. S. Kim, AMOS 18.0 structure equation model analysis, Hannarae Publishing, 2010.
  16. C. Fornell and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, Feb 1981. https://doi.org/10.1177/002224378101800104
  17. J. C. Nunnally and I. H. Bernstein, Psychometric theory, McGraw-Hill. 1994.