• International Journal of Advanced Culture Technology
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• 제10권3호
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• pp.253-262
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• 2022

The purpose of this study is to investigate the influence of golf participants' major hitting factors on their consumption behavior characteristics and golf consumption behavior. To achieve this objective, the study subjects were set as the population aged 20 years or older who use golf courses and driving ranges in Gwangju Metropolitan City and Jeollanam-do, and then 158 males and 172 females using cluster random sampling. A total of 300 persons were selected as the study subjects. The survey tool was the questionnaire method, and among the tools that had already been used to verify the reliability and validity of the questionnaire in domestic and foreign previous studies, it was reused or modified or supplemented according to the variables of this study. The collected data were winter-processed according to the purpose of analysis using the SPSS statistical program as follows. The results obtained through this process are as follows. First, it was found that the major players participating in golf had partial differences in the characteristics of golf consumption behavior. Second, it was found that the major hitters participating in golf had a partial difference in their golf consumption behavior. Third, it was found that the golf consumption behavior characteristics of golf participants partially affected the golf consumption behavior.

• 한국응용과학기술학회지
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• 제36권4호
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• pp.1069-1079
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• 2019

본 연구는 골프 참여자의 소비가치와 소비성향을 파악하고 소비행동과의 연관성을 규명하는 데있다. 본 연구의 목적을 규명하기 위하여 2018년 서울특별시와 경기도 지역에 위치한 실내·외 골프연습장을 이용하고 있는 골프참여자 241명의 자료를 최종 사용하였다. 통계 프로그램 PASW 18.0을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 다중회귀분석을 실시하여 다음과 같은 결과가 나타났다. 첫째, 소비가치는 소비성향에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 소비가치는 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 소비성향은 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 가설 모두 하위요인별로 유의한 영향을 미치는 정도는 다르게 나타났다.

• 한국응용과학기술학회지
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• 제40권4호
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• pp.743-750
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• 2023

본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

• 한국응용과학기술학회지
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• 제38권5호
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• pp.1255-1264
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• 2021

본 연구는 코로나-19 환경에서 소비자가 인식하는 골프 어플리케이션(App)특성이 몰입정도와 소비행동에 관하여 인과 관계(SEM)를 적용하여 골퍼들이 인식하는 어플리케이션 서비스를 탐색하고, COVID-19 이후 골프산업을 예측하기 위한 기초자료를 제공하고자 하였다. 이를 위해 2021년 6월 1일 ~ 8월 10일까지 표본계획에 의해 모바일 서베이(URL)를 사용하여 총 235명을 분석에 사용했다. 결과를 도출하였다. 첫째, 어플리케이션의 이동성, 신뢰성 특성이 몰입증진에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 둘째, 몰입증진은 소비행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 마지막으로 어플리케이션의 정보성, 이동성 특성이 소비행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 가설이 되었다.

• International Journal of Contents
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• 제9권1호
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• pp.71-80
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• 2013

The golf industry has become the center of attention for recreational activities in the participant sport market; however, there has been little effort made to understand golf consumer and their consumption behavior using the concept of 'recreational specialization' which segments the golfers based on level of specialization in golf. The purpose of this study was to explore the differences in the relationships among perceived service quality, price of playing golf, overall customer satisfaction with the course, and a player's intention to revisit the same golf course based on the magnitude of recreation specialization in golf. Four public and two private golf courses from the southeastern state of the United States were randomly chosen from a list in a golf magazine. The 365 surveys among 417 participants were ultimately analyzed. Multiple group analysis was conducted in order to investigate differences in relationships among service quality, price, customer satisfaction, and revisit intentions between groups based on the level of recreation specialization. The key findings were 1) for more specialized golfers, satisfaction with price did not affect overall customer satisfaction or revisit intention, however, service quality significantly influenced both overall customer satisfaction and revisit intention, 2) for less specialized golfers, satisfaction with price significantly influenced overall customer satisfaction but did not affect revisit intention. Knowledge about which the determinants of satisfaction are different between more and less specialized golfers could provide a better understanding of how different marketing strategies should be implemented for different specialized levels of golfers.

• 산경연구논집
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• 제12권11호
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• pp.17-31
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• 2021

Purpose: Despite the fact that face (i.e. Chemyon) is deeply-rooted in Korean culture and significantly affects the behavior of Korean people, the effect of face on leisure consumers' consumption behavior has only reported mixed findings, that is, significant and/or insignificant face effects have been reported. It is necessary to integrate prior research findings, and comprehensively examine the effect of face on leisure consumers' consumption behavior. The purpose of this study was to investigate the effect (i.e. effect size, and moderating variables) of face on leisure consumers' consumption behavior through meta-analysis. Research design, data and methodology: Among 1,019 face-related academic studies, retrieved from the academic research information services (RISS), 34 studies and 300 cases examining the effect of face on leisure consumers' consumption behavior were finally included for meta-analysis. Face measured as face sensitivity and/or a face sensitivity sub-component (shame-consciousness, formality-consciousness, and other-consciousness) were integrated in the meta-analysis. Leisure consumers' consumption behavior was classified as antecedents of purchase (overall conspicuous consumption tendency, overall symbolic consumption tendency, personality, high price, high quality, brand seeking, fashion seeking, enjoyment, other person (interpersonal) consideration, position, reference group, and attitude), purchase (purchase intention, unplanned purchase, purchase, and expenditure), and post-purchase (satisfaction, repurchase, and post-purchase). The data used in the meta-analysis was comprised of correlation coefficients, and the meta-analysis was performed using the R-program. Results: The overall mean effect size of face on leisure consumers' consumption behavior was .248. It was found that the effect size was the largest in the order of shame-consciousness face, formality-consciousness face, and other-consciousness face. Among the types of leisure consumers' consumption behavior categorized as dependent variables, the effect size was found to be largest in the order of position, attitude, reference group, post-purchase behavior, brand seeking, personality, trend seeking, etc. In addition, it was found that the leisure types moderated the effect size of face on leisure consumers' consumption behavior. The effect size was found to be largest in the order of skin diving, baseball, various leisure participation, dance, gambling, golf, etc. Conclusions: Face moderately or significantly influence leisure consumers' consumption behavior.