골프의류 추구 혜택과 추구 이미지 및 구매 의도 간의 구조모형 연구

Abstract

The purpose of this study was to investigate the predicted model of between Pursuit Benefits and Pursuit Image and Intention of Purchase of Golf Clothing. This survey was conducted on a total of 317 people by selecting two golf courses in the Seoul metropolitan area and users who enjoy golf at golf practice. The survey questionnaires were used to collect the data. The collected material was carried out by using Spss 24.0 and Amos 24.0 version. The questionnaires for the pursuit benefits scale had been developed by Kim(2013), Oh(2010), Lee(2009) and pursuit image had been developed by Han(2013), Hwang(2004), and purchase intention had been developed by Park(2012), Ryu(2014), Lee(2017), Lee et al.(2012). From the analyses of the data, the study reached the following conclusions : First, In the relationship between the pursuit benefits and the pursuit image and purchase intention of Research I, research theory 1-2. Functional pursuit influenced the pursuit image, 1-3. Activity influenced the pursuit image, 1-5. Fashion image influenced the pursuit image, and 1-7. Trend influenced the pursuit image. Then studies hypotheses 1-1, 1-4, 1-6 were rejected. Second, This research theory II has been adopted. In the relationship between the pursuit image and the purchase intention of research theory II, the pursuit image was found to affect the purchase intention.