학술논문
골프클럽 구매결정 요인과 인지된 브랜드 자산이 구매 만족 및 구매 후 행동에 미치는 영향 / 국내 프로골퍼와 일반 골퍼를 중심으로
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
본 연구는 골프클럽 구매 경험이 있는 골퍼 700명을 대상으로 비확률표본추출법 중 편의표본추출법을 이용하여 표본을 선정하였으며, 2009년 8월 1일부터 8월 31일까지 한 달간에 걸쳐 설문조사를 실시하였다. 설문조사 결과 회수 된 638부의 설문지 중 응답내용이 부실하거나 기입오류 및 이중기입 등 설문 응답의 신뢰성이 떨어진다고 판단된 자료를 제외한 총 575부의 설문지를 최종 유효표본으로 선정하였다. 최종 유효표본으로 선정된 설문지는 Window PC+ SPSS 15.0 버전을 이용하여 기술통계분석, 빈도분석, 독립표본 t-검정(independent t-test), 일원변량분석(One-way ANOVA), 상관관계분석과 다중회기분석을 실시하여 다음과 같은 결론을 도출하였다.첫째, 연구대상의 인구통계학적특성에 따라 골프클럽 별(드라이버, 아이언, 퍼터) 구매결정요인에는 차이가 있었다. 둘째, 연구대상의 인구통계학적특성에 따라 골프클럽 브랜드 자산 인식에는 차이가 있었다.셋째, 골프클럽 구매결정요인과 고객 만족은 상관관계가 있었으며, 골프클럽 구매결정요인은 고객 만족에 영향을 미쳤다.넷째, 브랜드 자산의 인식과 고객 만족은 상관관계가 있었으며, 브랜드 자산의 인식은 고객 만족에 영향을 미쳤다.다섯째, 골프클럽 구매결정요인과 재구매 행동은 상관관계가 있었으며, 골프클럽 구매결정요인은 재구매 행동에 영향을 미쳤다.여섯째, 브랜드 자산 인식과 재구매 행동은 상관관계가 있었으며, 브랜드 자산 인식은 재구매 행동에 영향을 미쳤다.
Recently, the legislator passed a new labor standards law, which limits the maximum working time to 40 hours per week. In accordance, the today…s increasing focus on the leisure activities, especially in golf, is encouraged not only with the increased spare time for the working class people, but also with the current social inclination in well-being of the lifestyle. To participate in the sport, people need suitable equipment, clothes and shoes. Accordingly, sport marketing area has become an area of war. To reflect these consumer needs, various products market has developed and the competition between companies become even severer. These industrial developments resulted in virtually homogeneous products, giving product providers hard time in attracting consumers.As golf becomes popular, more and more researches in golf industry has come out. Park, Eun-Joo and Pyo Hee Soo(2006) publicized report on effect of golf-ware shoppers' shopping standard in choosing clothes and stores. Choi, Kyun-Seok(2003) reported on consumer behaviors in relation to famous golf players' advertisement. Lee, Sang Deok and Choi, Kyung Ho(2003) reported on golf-playing consumers' behaviors. Jo, Woo-Jung(2007) also reported on characteristics of golf-event participants and consumer satisfaction. Lee, Dae-Yeon and Lee, Chang Jin(2006) published a report on golf-range user's personal and shopping characteristics, and their brand royalty. Kang, Yoo-Won, Kim, Byung-Min and Kim, Tae-Hyun(2006) reported on buy habits for different golf-club users. Moon, Sun-Ho(2005) researched and reported on effects of personal knowledges of college students in golf club on product quality, risk and intentions to buy the product. As mentioned above, most of the prior research focus on golf club and consumer buying-habits. Not many researches have focused on golf-club buying factors and brand assets, which many companies want to hear. Therefore, this research focuses on impact of golf-club buyer's deciding factor and brand asset on consumer behavior. It will be used as a base for establishing a marketing strategies for golf club makers, distributors, and the industry as a whole. This research used convenience sampling of nonprobability sampling among 700 golfers who have experiences of buying golf club. Of 700 questionnaire, 638 were collected, and 575 were found valid. The measurement tool used was the survey questionnaires. Besides, in order to analyze the collected materials, the statistical program such as PC/SPSS 15.0 ver. for Windows use was also applied. The reliability test used 15.0 and Frequecy Analysis, T-Test, One-Way ANOVA, Correction Analysis, Multiple Regression and Path Analysis through surveys were applied. Like the above, through materials' analysis using research methodologies and procedures. The results of the study are as follows:First, based on the study subject, the consumer buying-decision process on various kinds of gold clubs is depended on the demographical characteristic. Second, the demographical characteristics of the study group also affect the degree of awareness in the brand equity. ((I think you need to specify what kind of differences and how in a clear sentence. This sentence is too vague to be a topic sentence.)) Third, there is an interrelated relationship between consumer-buying decision making process on golf clubs and consumer satisfaction. Consumer satisfaction level is largely depend on both the expectations and the perceived performance of the product which is obtained through the consumer-buying decision making process.Forth, brand equity awareness and consumer satisfaction has an interrelationship as the recognition in the brand equity affects the consumer satisfaction. Fifth, repurchasing behavior is influenced by the consumer-buying decision making factors as they are also interrelated to each other.Sixth, The brand equity recognition and the repurchasing behavior are interrelated to each other as loyalty to a certain brand is mainly influenced by the the level of appreciation on the brand equity.
Recently, the legislator passed a new labor standards law, which limits the maximum working time to 40 hours per week. In accordance, the today…s increasing focus on the leisure activities, especially in golf, is encouraged not only with the increased spare time for the working class people, but also with the current social inclination in well-being of the lifestyle. To participate in the sport, people need suitable equipment, clothes and shoes. Accordingly, sport marketing area has become an area of war. To reflect these consumer needs, various products market has developed and the competition between companies become even severer. These industrial developments resulted in virtually homogeneous products, giving product providers hard time in attracting consumers.As golf becomes popular, more and more researches in golf industry has come out. Park, Eun-Joo and Pyo Hee Soo(2006) publicized report on effect of golf-ware shoppers' shopping standard in choosing clothes and stores. Choi, Kyun-Seok(2003) reported on consumer behaviors in relation to famous golf players' advertisement. Lee, Sang Deok and Choi, Kyung Ho(2003) reported on golf-playing consumers' behaviors. Jo, Woo-Jung(2007) also reported on characteristics of golf-event participants and consumer satisfaction. Lee, Dae-Yeon and Lee, Chang Jin(2006) published a report on golf-range user's personal and shopping characteristics, and their brand royalty. Kang, Yoo-Won, Kim, Byung-Min and Kim, Tae-Hyun(2006) reported on buy habits for different golf-club users. Moon, Sun-Ho(2005) researched and reported on effects of personal knowledges of college students in golf club on product quality, risk and intentions to buy the product. As mentioned above, most of the prior research focus on golf club and consumer buying-habits. Not many researches have focused on golf-club buying factors and brand assets, which many companies want to hear. Therefore, this research focuses on impact of golf-club buyer's deciding factor and brand asset on consumer behavior. It will be used as a base for establishing a marketing strategies for golf club makers, distributors, and the industry as a whole. This research used convenience sampling of nonprobability sampling among 700 golfers who have experiences of buying golf club. Of 700 questionnaire, 638 were collected, and 575 were found valid. The measurement tool used was the survey questionnaires. Besides, in order to analyze the collected materials, the statistical program such as PC/SPSS 15.0 ver. for Windows use was also applied. The reliability test used 15.0 and Frequecy Analysis, T-Test, One-Way ANOVA, Correction Analysis, Multiple Regression and Path Analysis through surveys were applied. Like the above, through materials' analysis using research methodologies and procedures. The results of the study are as follows:First, based on the study subject, the consumer buying-decision process on various kinds of gold clubs is depended on the demographical characteristic. Second, the demographical characteristics of the study group also affect the degree of awareness in the brand equity. ((I think you need to specify what kind of differences and how in a clear sentence. This sentence is too vague to be a topic sentence.)) Third, there is an interrelated relationship between consumer-buying decision making process on golf clubs and consumer satisfaction. Consumer satisfaction level is largely depend on both the expectations and the perceived performance of the product which is obtained through the consumer-buying decision making process.Forth, brand equity awareness and consumer satisfaction has an interrelationship as the recognition in the brand equity affects the consumer satisfaction. Fifth, repurchasing behavior is influenced by the consumer-buying decision making factors as they are also interrelated to each other.Sixth, The brand equity recognition and the repurchasing behavior are interrelated to each other as loyalty to a certain brand is mainly influenced by the the level of appreciation on the brand equity.