Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of consumption value of golf wear brands on attitude and purchasing behavior

골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향

  • Jin-Ho Shin (School of Leisure Sports, Seowon University)
  • 신진호 (서원대학교 레저스포츠학부)
  • Received : 2023.07.24
  • Accepted : 2023.08.23
  • Published : 2023.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to verify the influence of the consumption value on attitude and purchase behavior in order to provide basic data for golf wear brand strategies. Therefore, among the Korean people, those who had purchased golf wear were selected as samples, and 496 copies of data were introduced into the final analysis. For data processing, frequency analysis, exploratory factor analysis, and internal consistency were conducted. In addition, correlation analysis and simple and multiple regression analysis were conducted to verify research problems, and all data processing used the SPSS (ver. 21.0) program. As a result of verifying research problems, first, it was found that the consumption value of golf wear brands had a significant effect on attitudes in the order of pleasure, aesthetics, and symbolism. Second, it was found that the attitude of golf wear brands had a significant effect on purchase behavior. Third, it was found that the consumption value of golf wear brands had a significant effect on purchase behavior in the order of pleasure, aesthetics, and symbolism.

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.

Keywords

References

  1. J. H. Lee, J. M. Lee, "A study on the prospects and development of the golf apparel rental market using big data analysis", Korean Journal of Sport Science, Vol.34, No.1 pp. 144-154, (2023). 
  2. S. Y. Kim, "Convergence analysis of domestic research, patent, utility model, and design right trend on golf wear", THE KOREAN SOCIETY OF SCIENCE & ART, Vol.41, No.2 pp. 65-84, (2023). 
  3. D. H. Kim, J. R. Seo, "Structural relationship between consumption value, satisfaction, and continuous use of golfwear rental service", Journal of Golf Studies, Vol.17, No.1 pp. 93-102, (2023). 
  4. J. Y. Lee, K. S. Kim, "The modulating effect of face consciousness between golf wear brand assets and purchase satisfaction", The Korea Journal of Sports Science, Vol.31, No.4 pp. 441-459, (2022). 
  5. J. J. Nam, M. Kim, "The effect of golf wear's need for uniqueness and facial sensitivity on brand loyalty of generation MZ", Korean Journal of Convergence Science, Vol.12, No.4 pp. 21-37, (2023). 
  6. D. H. Kim, W. J. Jung, "The differences of customer loyalty by cluster types based on the service quality and consumer's consumption propensity of online golf wear mall", Journal of Golf Studies, Vol.16, No.1 pp. 239-249, (2022). 
  7. J. H. Shin, "Structural model between golf wear brand authenticity and brand attachment and loyalty", Journal of the Korean Applied Science and Technology, Vol.39, No.6 pp. 824-830, (2022). 
  8. W. J. Park, "A study on the difference between current consumption level and subjective cost of living in the age of retirement period by different consumption value type", Journal of Consumption Culture, Vol.22, No.1 pp. 141-164, (2019). 
  9. Y. J. Kim, "The relationship among emotional consumption, brand identification, consumer-brand relationship, brand loyalty and recommendation intention of the women sports wear customers". Kyung Hee University of Graduate School, Master dissertation, (2019). 
  10. Y. Chen, "The effects of clothing consumption values of korean and chinese women on their preference and purchase intention for the luxury fashion brands". Kyung Hee University of Graduate School, Master dissertation, (2014). 
  11. J. E. Lee, W. S. Hong, "A study on the effect of consumption value of hygienic rating-certified restaurants on trust and behavioral intention", Journal of Foodservice Management Society of Korea, Vol.26, No.3 pp. 191-217, (2023). 
  12. S. A. Shin, "An effect of the multi-millennials' consumption value on brand attitude and repurchase intention: focusing on flex culture", The Korean Journal of Sport, Vol.18, No.2 pp. 249-260, (2020). 
  13. G. N. Kim, S. H. Choi, C. Y. Kim, "The influence of golf course consumption value on consumption tendency, sports attitude and behavior Intention", Journal of Sport and Leisure Studies, Vol.80, pp. 61-77, (2020). 
  14. S. K. Choi, J. S. Park, "The effect of consumption value on VMD preference image of outdoor wear", The Korean Society Of Design Culture, Vol.24, No.2 pp. 691-701, (2018). 
  15. I. S. Hwang, J. H. Shin, "The effect of brand authenticity of shoes on brand attitude and consumer's purchasing behavior", Journal of the Korean Data Analysis Society, Vol.19, No.2 pp. 851-860, (2017). 
  16. G. T. Kim, "The purchase behavior model of sports products according to media engagement in golf freaks: focused on the effect of brand attitude, identification, and self-expression desire", Journal of Golf Studies, Vol.11, No.1 pp. 119-133, (2017). 
  17. J. H. Shin, Y. S. Lim, "The casual relationship among brand personality, brand trust, consumer's purchasing behavior of golf wear", Journal of the Korean Data Analysis Society, Vol.18, No.5 pp. 2689-2699, (2016). 
  18. B. I. Mun, K. E. Mun, "An analysis of the relationship between purchase evaluative criteria, purchase satisfaction, customer's royalty, and recommendation intention in golf wear consumers", Korean Journal of Golf Studies, Vol.9, No.3 pp. 81-90, (2015). 
  19. H. K. Cho, J. H. Lee, J. H. Lee, "The effect of golf consumer's emotion consumption value on consumption propensity and purchase intention", Journal of Golf Studies, Vol.13, No.3 pp. 53-66, (2019).