The Effect of Purchase Decision Factors of Golf Goods on Brand Attitude and Purchase Behavior

골프용품 구매결정요인이 브랜드태도와 구매행동에 미치는 영향

  • Beak, Chae-Young (Dept. of Physical Education, Graduate School, Kongju National University) ;
  • Kim, Yong-Jin (Dept. of Life Sports Educators, Kongju National University)
  • 백채영 (국립 공주대학교 체육교육과) ;
  • 김용진 (국립 공주대학교 생활체육지도학과)
  • Received : 2015.12.17
  • Accepted : 2016.03.20
  • Published : 2016.03.28


This study aims at providing information on golf industry by survey about effects on purchase decision factors of golf goods and strategies on brand attitude and purchase behavior. As a result of this study, there are sixth reasonable factors of effects as follows. First, age, education and average golf score were meaningful factors on purchase decision. Second, sex and age were significant factors on brand attitude. Third, age was the only meaningful factor on purchase behavior. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.


Golf;Golf Goods;Purchase Decision Factors;Brand Attitude;Purchase Behavior


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