학술논문
골프레슨 참여 의사 결정 과정: 골프 스튜디오 중심으로
Golf Lesson Participation Decision Making Process: Focusing on Golf Studio
Golf Lesson Participation Decision Making Process: Focusing on Golf Studio
Document Type
Article
Author
Source
한국레저사이언스학회지(구 여가웰니스학회지) / Journal of Korean Leisure Sciences. Jan 01, 2023 14(1):1
Subject
Language
Korean
ISSN
2586-3908
Abstract
본 연구의 목적은 골프스튜디오 레슨 참여자들의 골프레슨 참여의도 과정을 이해하고 분석하는 것이다. 골프스튜디오 레슨 참여자로부터 130개의 설문지를 최종 수집하였다. 데이터는 SPSS 및 AMOS로 분석 하였다. 빈도분석, 확인적 요인분석, 타당도와 신뢰도 분석, 상관관계분석, 다중회귀분석을 하였다. 첫째, 골프 스튜디오 레슨의 태도, 주관적 규범, 지각된 행동 통제감은 행동의도에 긍정적 상관을 가지는 것으로 나타났다. 둘째, 골프 스튜디오 레슨의 사전지식과 가격민감성은 행도의도에 긍정적 상관을 가지는 것으로 나타났다. 따라서 골프레슨에 새로운 비즈니스 모델을 확장함으로서 골프산업에 새로운 마케팅 전략을 확보하여 신규 유입을 유도하는 전략을 고려해야 할 것이다.
The purpose of this study was based on to analyze the process of intention to participate in golf lessons of golf studio lesson participants. A total of 130 questionnaires were finally collected from golf studio lesson participants. Data were analyzed with SPSS and AMOS. Frequency analysis, confirmatory factor analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis were performed. First, the golf studio lesson attitude, subjective norm, and perceived behavioral control were found to have a positive correlation with behavioral intention. Second, it was found that prior knowledge and price sensitivity of golf studio lessons had a positive correlation with intention to act. Therefore, it is necessary to consider a strategy to induce new inflow by securing a new marketing strategy in the golf industry by expanding a new business model to golf lessons.
The purpose of this study was based on to analyze the process of intention to participate in golf lessons of golf studio lesson participants. A total of 130 questionnaires were finally collected from golf studio lesson participants. Data were analyzed with SPSS and AMOS. Frequency analysis, confirmatory factor analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis were performed. First, the golf studio lesson attitude, subjective norm, and perceived behavioral control were found to have a positive correlation with behavioral intention. Second, it was found that prior knowledge and price sensitivity of golf studio lessons had a positive correlation with intention to act. Therefore, it is necessary to consider a strategy to induce new inflow by securing a new marketing strategy in the golf industry by expanding a new business model to golf lessons.