골프용품 소비자의 체면민감성과 상표의존성향 및 신제품 교체구매의향과의 관계 연구

Abstract

The purpose of this study was to examine the structural relationship among factors such as social-face sensitivity, brand dependency, and purchase intentions of new product replacement of golf goods consumers. People who visited golf courses or driving ranges located in Seoul, Gyeonggi, and Chung-Cheong areas were selected as samples for this study. For the validity and generalization of the study, the golf career was limited to two years or more, and the numbers of golf rounding were also limited to those who played five or more rounds per year. Through this data collecting process, a total of 283 samples were selected and used for the final data analysis. SPSS WIN 25.0 was used for the data analysis including a frequency analysis, reliability test and correlation analysis. The model and hypothesis were tested using AMOS and the followings are the results obtained from the data analysis. First, social-face sensitivity of golf goods consumers had a positive effect on brand dependency. Second, social-face sensitivity of golf goods consumers had no positive effect on the purchase intentions of new product replacement. Lastly, brand dependency of golf goods consumers had a positive effect on the purchase intentions of new product replacement.