Browse > Article
http://dx.doi.org/10.7236/IJASC.2021.10.4.38

The Structural Relationship among Brand Dependence, Brand Attitude, Brand Satisfaction and Repurchase Intention of Online Golf Product Consumers  

Park, Woo-Young (Department of International Sports, Dankook University)
Kim, Seyun (Department of Sport Management, Dankook University)
Publication Information
International journal of advanced smart convergence / v.10, no.4, 2021 , pp. 38-44 More about this Journal
Abstract
The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, 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.
Keywords
Brand dependence; Brand attitude; Brand satisfaction; Repurchase intention; Golf;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Kim, H. Effect of golf club choices on the satisfaction and the post-purchase behaviors. Ph.D. Thesis. Kyung Hee University, Yong-In, Korea, 2016.
2 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.
3 K. Y. Park, S. Y. Yi, and J. Kim, "On the Influence of Branded-app Usage and Motivation on Brand Attitudes, Satisfaction and Intention to Repeat Usage," Journal of Digital Convergence, Vol. 14, No. 5, pp. 157-163, May 2016. DOI : 10.14400/JDC.2016.14.5.157   DOI
4 Y. Jin, and J. W. Yoo, "The Effect of Corporate Fraudulent Activity on Consumers' Purchase Intention," Journal of Practical Research in Advertising and Public Relations, Vol. 10, No. 1, pp. 167-192, Feb 2017. DOI : 10.21331/jprapr.2017.10.1.007   DOI
5 H. Shin, and Y. Jeon, "A Study on the Influence of Visitor's Consumption Propensity on Brand Attitude and Purchasing Intention in Regional Special Products Festival: Focused on the Yeongju Punggi Ginseng Festival," Northeast Asia tourism research, Vol. 16, No. 2, pp. 215-234. DOI: 10.35173/NATR.16.2.11   DOI
6 J. F. Hair, R. E. Andreson, R. L. Tatham and W. C. Black, Multivariate data analysis, Englewood Cliffs, 1998.
7 R. G. Netemeyer, J. S. Boles, D. O. Mckee, and 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.   DOI
8 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.   DOI
9 J. C. Nunnally and I. H. Bernstein, Psychometric theory, McGraw-Hill. 1994.
10 A. R. Kim, and B. K. Lee, "Structural Relationship among Social-Face Sensitivity of Golf Goods Consumers, Brand Dependency, and Purchase Intentions of New Product Replacement," The Korea Journal of Sports Science, Vol. 28, No. 6 pp.539-550, Dec 2019. DOI: https://doi.org/10.35159/kjss.2019.12.28.6.539   DOI
11 J. K. Park, "The Structural Relationship Between Conspicuous Consumption, Brand Attitude, Brand Satisfaction and Repurchasing Intention in Golf-wear Consumers," The Korea Journal of Sports Science, Vol. 22, No. 2, pp. 225-237, Apr 2013.
12 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.
13 G. McCracken, "Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods," Journal of Consumer Research, Vol. 13, No. 1, , pp. 71-84, Jun 1986. DOI: https://doi.org/10.1086/209048   DOI
14 Y. J. Song, and S. Shin, "The effect of consumption propensity and fashion product consumption attitude on fair trade fashion product purchase intension," The Research Journal of the Costume Culture, Vol. 25, No. 5, pp. 656-669, Oct 2017. DOI : 10.29049/rjcc.2017.25.5.656   DOI
15 K. S. Kim, AMOS 18.0 structure equation model analysis, Hannarae Publishing, 2010.
16 K. K. Yu, "Structural Model Analysis on Golf Product Consumers' Show-rooming Usage Attributes, Show-rooming Attitudes and Continuance Show-rooming Intent," Korean Journal of Sports Science, Vol. 30, No. 4, pp. 407-420,