골프장 소비가치가 소비성향, 스포츠태도 및 행동의도에 미치는 영향

Abstract

Purpose: The purpose of this study is to figure out causal relationship among golf course consumers’ consumption value, consumption tendency, sports attitude and behavior intention. Ways to manage and to improve were expected to be found through this study which can enhance management effectiveness of golf course and increase competitiveness. Method: The subjects of this research were members of a golf course located in Chungcheong area who have played golf for more than one year and played a round of golf at least ten times. In probability sampling, cluster & systematic sampling were chosen and used. 500 survey papers were distributed and 411 papers were used as valid samples except 89 papers which were insincere or had some missing content. Results: The results of this study are as follows. 1) It appeared that functional value, social value and conditional value in golf course consumers’ consumption values significantly influence conspicuous consumption tendency. 2) It appeared that only emotional value in golf course consumers’ consumption values significantly influences practical consumption tendency. 3) It appeared that functional value, social value, emotional value and epistemic value in golf course consumers’ consumption values significantly influence sports attitude. 4) It appeared that conspicuous consumption tendency significantly influences sports attitude while practical consumption tendency does not significantly influence sports attitude. 5) It appeared that conspicuous consumption tendency, practical consumption tendency and sports attitude significantly influence behavior intention. Conclusion: Today, with the development of society, economy and technology, the range of thinking and behavior of consumers is widened, and the desires are diversified accordingly. Therefore, if we establish marketing strategy considering various aspects such as empirical and goal-oriented aspects that are appropriate for each golf course based on the results derived from this study and meet the values pursued by consumers, it will be possible to increase the efficiency of golf course management more efficiently. We believe it will be able to secure a competitive advantage too.