DOI QR코드

DOI QR Code

The Relationship among Golf Wear Selection Attributes, Customer Satisfaction, Brand Attitude and Repurchase Intention

골프의류 선택속성과 고객만족, 브랜드태도 및 재구매의도의 관계

  • Kim, Jae-Hwan (Dept. of Social Sports, International University of Korea) ;
  • Kim, Joo-Young (Dept. of Sport Industry & management, Korea National Sport University)
  • 김재환 (한국국제대학교 사회체육학과) ;
  • 김주영 (한국체육대학교 스포츠산업경영전공)
  • Received : 2017.04.11
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

The purpose of this study was to identify the relationship among golf wear selection attributes, customer satisfaction, brand attitude and repurchase intention In order to achieve this purpose, 204 spectator were selected from department of golf at university and golf wear store in seoul by the convenience sampling method. The instrument for data collection was a questionnaire whose validity was evaluated by an expert group and whose reliability was judged from the cronbach's alpha values ranging from .826 to .945 The results first, it showed that aesthetics and dailiness of golf wear selection attributes had positive effect on customer satisfaction. Second, it showed that customer satisfaction had positive effect on brand attitude. Lastly, it showed that customer satisfaction had positive effect on repurchase intention. Therefore, golf wear firms should understand what consumers' Selection Attributes. And they should devise effective strategies.

Keywords

Golf Wear;Selection Attributes;Customer Satisfaction;Brand Attitude;Repurchase Intention

Acknowledgement

Supported by : International university of Korea

References

  1. Ministry of Culture, Sports and Tourism, "A National Survey on Physical Activity Participation." pp. 41, Ministry of Culture, Sports and Tourism, 2015.
  2. Ministry of Culture, Sports and Tourism, "A National Survey on Sports Industry," pp. 55, Ministry of Culture, Sports and Tourism, 2015.
  3. B. G. Kim, "Golfwear In vacancy outdoorwear... New brand 'Burst'" Hankukkyungje, 2015, http://www.hankyung.com/news/app/newsview.php?aid=2015091552191,
  4. H. S. Cho, [Golf] In the field, ' feathers look ' is the general trend. This winter. Wing a shot, Maeilkyungje, 2016, http://news.mk.co.kr/newsRead.php?no=793155&year=2016
  5. Korea Leisure Industry Institute, "Leisure Industry Yearbook", Korea Leisure Industry Institute, 2016.
  6. Y. S. Lim, "Effect of brand self-congruity of gold clothing on consumer-brand relations, satisfaction with brand, brand image & brand Loyalty." Korean Journal of Physical Education, Vol. 48, No. 4, pp. 257-266, 2009.
  7. S. H. Hwang, "Ski Destination Decisions and Recreation Specialization." Korean Journal of Sport Science, Vol. 19, No. 3, pp. 96-105, 2008. https://doi.org/10.24985/kjss.2008.19.3.96
  8. R. C. Lewis, "Restaurant Advertising-Appeals and Consumers Intentions." Journal of Advertising Research, Vol. 21, No. 5, pp. 69-74, 1981.
  9. J. S. Bang, J. H. Jun, "A Study on Wine Preference by Wine Consumer Classification." Culinary Science and Hospitality Research, Vol. 11, No. 2, pp. 1-16, 2005.
  10. B. Y. Lee, K. S. Woo, "A Study on Variable of Measurement in the Wine Related Lifestyles in Korea." Culinary Science and Hospitality Research, Vol. 12, No. 4, pp. 97-115, 2006.
  11. B. G. Im, H. H. Kim, "The relation analysis among the outdoor sportswear selection attributes, brand image, brand trust and behavioral intention" Korean Journal of Sports Science, Vol. 25, No. 4, pp. 699-714, 2016.
  12. J. K. Kim, B. H. Kim, H. M. Kang, "A Study on Positioning Strategy of Outdoor Sportswear Brand Based on Selected Attributes Evaluation." Korean Journal of Sport Management, Vol. 15, No. 4, pp. 13-24, 2010.
  13. S. J. Kim, "What make customers buy high-functional or high-price outdoorware: Moderating effects of outdoor behavior motives" Journal of Marketing Management Research, Vol. 18, No. 2, pp. 97-113, 2013.
  14. W. Y. Jang, K. Y. Lee, D. Y. Won, "The Market Segmentation through Purchasing Decision Factors of Outdoor Sports Wear Using Conjoint Analysis." Korean Journal of Sport Management, Vol. 20, No. 3, pp. 117-130, 2015.
  15. K. S. Lee, B. K. Kim, T. Y. Han, "Structural Relationship between Conspicuous Propensity for consumption, Brand Attitude, Brand Image and Brand Loyalty in a College Student's Consumption of Sportswear." Korean Journal of Sports Science, Vol. 21, No. 4, pp. 683-695, 2012.
  16. H. W. Sung, "A Study on Purchasing Behavior of Outdoor Sportswear." Korean Journal of Human Ecology, Vol. 21, No. 2, pp. 315-329, 2012. https://doi.org/10.5934/KJHE.2012.21.2.315
  17. M. Y. Jung. Reasons to Welcome 'Golf star's affair' Maniareport. 2017, http://www.maniareport.com/news/articleView.html?idxno=189699.
  18. S. A. Moon, K. I. Byun, S. S. Park, "The Effect of the Elements of Experiential Marketing on the Visitors' Satisfacion, Brand Attitude and Revisit Intention." Tourism Research, Vol. 40, No. 2, pp. 17-43, 2015.
  19. K. S. Kim, W. I. Choi, H. S. Kong, "The Influences of Consumer Behavior Characteristics on Imitation Brand Attitude and Purchase Intention." Journal of Industrial Economics and Business, Vol. 17, No. 1. pp. 177-201, 2004.
  20. K. T. Kim, "The role of consumption experience in structural relationship among emotion, satisfaction, and repurchase intention." Korean Journal of Physical Education, Vol. 46, No. 4, pp. 211-220, 2007.
  21. S. Y. Oh, H. S. Kang, "The Effect of Experience on Brand Attitude, Satisfaction and Behavior Intentions in Festival." Tourism Leisure Research, Vol. 23, No. 3. pp. 7-22, 2011.
  22. P, Kotler, "Marketing Management, 9th ed. Englewood Cliffs, NJ: Prentice-Hall", 1998.
  23. J. S. Jeon, "Is recession right ?" The golf wear market continues to grow.. Yeonhapnews, 2015, http://www.yonhapnews.co.kr/bulletin/2015/05/22/0200000000AKR20150522087800030.HTML?input=1195m
  24. H. J. Oh, K. L. Han, K. S. Kim, "Influences which the outdoor wear selection criteria affected shopping propensity." Korean Journal of Sports Science, Vol. 22, No. 5, pp. 221-233, 2013.
  25. H. J. Seo, "A Study of Outdoor Wear Consumers' Behavior Model." Ph.D. dissertation, pp. 1-103, Ewha University. 2015.
  26. D. H. Park, J. H. Hwang, "Constructive relationships among Selection attribute, Brand satisfaction, Brand trust, Purchasing behavior, of Sportswear." Korean Journal of Sports Science, Vol. 24, No. 3, pp. 871-884, 2015.
  27. J. Y. Kim, I. G. Kim, S. D. Kim, "Relationship among Female's Outdoor Sports Wear Preferred Properties, Customer Satisfaction, Switching Barrier and Repurchase Intentions." Korean Journal of Sports Science, Vol. 22, No. 1, pp. 499-513, 2012.
  28. S. H. Cho, Y. S. Koo, J. H. Lee, "A Study on Formation Process of Brand Loyalty for Sport Products." Korean Journal of Sport Science, Vol. 17, No. 1, pp. 109-118, 2006.
  29. K. M. Cho, I. K. Kwon, H. R. Kim, "Identification of Differences between Importance and Satisfaction of Adolescent's Outdoor Sportswear Brand Selection Attributes using the IPA Method." Korean Journal of Physical Education, Vol. 52, No. 5, pp. 437-449, 2013.
  30. P. Kotler, "A cognitive model of the antecedents and consequences of satisfaction decisions." Journal of Marketing Research, Vol. 17, No. 4, pp. 460-469, 2000.
  31. D. S. Ryu, "The Relationships among Brand Equity, Customer Satisfaction, Brand Attitude, and Intention to Stay in Sport Event." Korean Journal of Physical Education, Vol. 51, No. 3. pp. 193-206, 2012.
  32. Y. C. Cho, J. J. Nam, "Relationship among Professional football Spectating Consumers' Watching Limitation, Cheering Activity, Cheering Commitment, and Consumer behavior." Journal of Sport and Leisure Studies, Vol. 50, No. 1, pp. 229-246, 2012.
  33. F. F. Reichheld, W. E. Sasser, "Zero defections: Quality comes to services." Havard Business Review, Vol. 68, No. 5, pp. 105-111, 1990.
  34. J. Lee, J. S. Hwang, "The Effect of Cosmetic Consumption Need on Buying Motive, Brand Satisfaction, Attachment, and Loyalty." Journal of the Korean Society of Clothing and Textiles, Vol. 37, No. 7. pp. 882-893, 2013. https://doi.org/10.5850/JKSCT.2013.37.7.882
  35. Y. M. Kim, S. Y. Kim, K. S. Lee, "The influence of identification with professional basketball team on purchase intention of title sponsor's product." Korean Journal of Physical Education, Vol. 47, No. 5. pp. 257-267, 2008.
  36. T. Y. Hong, C. K. Kim, "Relationships among Perceived Customer Value of Airliner Users, Customer Satisfaction and Brand Attitude." Tourism Leisure Research, Vol. 24, No. 6, pp. 195-214, 2012.
  37. I. K. Kwon, K. M. Cho, "The Influences of Women's Outdoor Sports Wear Purchase Decision Factors on Brand Image, Brand Identification and Word of Mouth." Journal of Sport and Leisure Studies, Vol. 48, No. 1, pp. 233-243, 2012.
  38. K. M Cho, I. K. Kwon, H. R. Kim, "Identification of Differences between Importance and Satisfaction of Adolescent's Outdoor Sportswear Brand Selection Attributes using the IPA Method." Korean Journal of Physical Education, Vol. 52, No. 5, pp. 437-449, 2013.
  39. Y. M. Kim, "The Relationships Among Congruence of Professional Soccer Image-Self Image, Team Attributes, Viewing Satisfaction, and Attitude Toward Viewing." Korean Journal of Sport Management. Vol. 18, No. 6, pp. 1-15, 2013.
  40. Y. M. Kim, K. S. Lee, S. Y. Kim, "The Structural Relationship between Attribute of Professional Baseball Licensing Apparel Product, Attitude Toward Product, Repurchase Intention, and Recommendation Intention." Journal of Sport and Leisure Studies, Vol. 42, No. 1, pp. 359-371, 2010.
  41. J. S. Lee, H. K. Jang, S. H. Cho, "Relationships Among Purchase Performance, Consumption Emotion, and Repurchase Intention in Professional Sport Audiences' Replica Consumption." Korean Journal of Sport Management. Vol. 19, No. 3, pp. 161-173, 2014.
  42. J. P. Woo, Structural Equation Modeling Concepts and Understanding, Seoul: Hannarae, 2012.
  43. K. S. Kim, Amos 7.0 Structural Equation Modeling, Seoul: Hannarae, 2007.
  44. Rossiter, J. & Percy, L, "Advertising and promotion management." McGraw-Hill International Editions, 1987.
  45. Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W. & Burns. M. J. "Comparing consumers' recall of prepurchase and postpurchase evaluation experiences." Journal of Consumer Research, Vol. 20. No. 4, pp, 548-560, 1994. https://doi.org/10.1086/209369
  46. J. H. Jun, J. S. Bang, T. H. Choi, "The Relationship between Wine-Selection Attributes and Consumer Satisfaction." Culinary science and hospitality research, Vol. 12, No. 2, pp. 88-205, 2006.
  47. B. I. Moon, K. E. Moon, "The Effects of Apparel Shopping Orientation and Fashion Involvement on Purchase Factors in Outdoor Wear Consumers." Korean Journal of Sports Science, Vol. 23, No. 3, pp. 877-893, 2014.
  48. S. Y. Park, "'Multi' Golfwear, Covent the Outdoorwear", Financialnews, 2017, http://www.fnnews.com/news/201703231705585387
  49. S. K. Kim., Golfwear Marketing, Catch female mind, Maeilkyungje, 2016, http://news.mk.co.kr/newsRead.php?no=414119&year=2016
  50. R. L. Oliver, "A cognitive model or the antecedents and consequences of satisfaction decision." Journal of Marketing Research, Vol. 17, No. 4, pp. 460-469, 1980. https://doi.org/10.2307/3150499
  51. R. L. Oliver, W. O. Bearden, "Discontinuation processes and consumer evaluations in product usage." Journal of Business Research, Vol. 13, No. 3, pp. 235-246, 1985. https://doi.org/10.1016/0148-2963(85)90029-3
  52. M. S. Kwak, G. M. Cho, "The Relationships Among Brand Equity, Brand Value, Customer Satisfaction, Brand Attitude, and Revisit Intention in Golf." Korean journal of physical education, Vol. 50 No. 1, pp 147-180, 2011.
  53. E. S. Ahn, "The Effects of Experiential Marketing on Customer Satisfaction, Brand Attitude and Repurchase Intention," Master dissertation, Konkuk University, 2014.
  54. E. Anderson, C. Fornell, D. R. Lehmann, "Customer satisfaction, market share and profitability." Journal of Marketing, Vol. 58, No. 3, pp. 53-66, 1994.
  55. J, K, Park, "The Structural Relationship Between Conspicuous Consumption, Brand Attitude, Brand Satisfaction and Repurchasing Intention in Golf-wear Consumers." Korean Journal of Sport Science, Vol. 22, No. 2, pp. 225-237, 2013.
  56. H. J. Lee, "A Study on Purchase Satisfaction and Repurchase Intention accoding to Usage Motivation when Purchasing Fashion Products in Social Commerce." Fashion & Textile Research Journal, Vol. 16, No. 4. pp. 596-603, 2014. https://doi.org/10.5805/SFTI.2014.16.4.596
  57. M. J. Bitner, "Evaluating service encounters: The effects of physical surroundings and employee responses." Journal of Marketing, Vol. 54, No. 2, pp. 69-82, 1990. https://doi.org/10.2307/1251871
  58. B. K. Lee, J. H. Hwang, D. J. Lee, "Structural Relationships among Product Attribute, Purchasing Satisfaction, Repurchase Intention andWord-of-Mouth Intention of Sports Products." Korean Journal of Sport Science, Vol. 24, No. 2. pp. 881-891, 2015.
  59. K. M. Lee, C. H. Bum, "A Convergence Study on the Relationship between Social Support, Career Decision-Making Self-Efficacy, and Career Decision Level in Golf Majors." Journal of the Korea Convergence Society, Vol. 8, No. 3, pp. 265-273, 2017.
  60. S. Cheng, K. R. Lee, S. J. Lee, "Study on Chinese Reperchase Intention of Group-buying Social Commerce: The Moderating Role of Shopping Habit." Journal of the Korea Convergence Society, Vol. 8, No. 2, pp. 169-181, 2017.
  61. S. S. Shin, M. Y. Shin, Y. S. Jeong, J. H. Lee, "An Investigation of Social Commerce Service Quality on Consumer's Satisfaction." Journal of IT Convergence Society for SMB, Vol. 5, No. 2, pp. 27-32, 2015.
  62. Y. S. Jeong, "Business Process Model for Efficient SMB using Big Data." Journal of IT Convergence Society for SMB, Vol. 5, No. 4, pp. 11-16, 2015.
  63. C. Y. Baek, Y. J. Kim, "The Effect of Purchase Decision Factors of Golf Goods on Brand Attitude and Purchase Behavior." Journal of Digital Convergence, Vol. 14, No. 3, pp. 345-359, 2016.
  64. J. N. Lee, "A Study On The Structural Relationship Of Interaction, Identification, and Loyalty of Online Brand Community in China." Journal of Digital Convergence, Vol. 10, No. 11, pp. 235-241, 2012.
  65. S. I. Choi, D. I. Kim, "Study on Repurchase of Satisfaction, Smart Phones, according to the Characteristics of Chinese." Journal of Digital Convergence, Vol. 10, No. 9. pp. 263-270, 2012.
  66. I. G. Kim, "The Relationships of Expectancy- Disconfirmation and Satisfaction, Loyalty of Students Majoring in Art & Physical Education." Journal of Digital Convergence, Vol. 14, No. 2, pp. 469-477, 2016.
  67. H. J. Kim, S. R. Han, "The Effect of Sports Centers' Service Guarantee on Service Quality, Service Value, Customer Satisfaction and Customer Loyalty." Journal of Digital Convergence, Vol. 11, No. 9, pp. 127-138, 2013.
  68. H. J. Kim, C. S. Lee, "Effects of Online Game Service Quality on Customer Satisfaction and Loyalty." Journal of Digital Convergence, Vol. 7, No. 3, pp. 123-135, 2009.
  69. H. H. Cho, "The Effects of Perceived Characteristics of Smart Phone upon Psychological Attitude." Journal of Digital Convergence, Vol. 10, No. 9, pp. 175-184, 2012.