골프의류에 대한 조기수용자의 통합 마케팅 커뮤니케이션이 고객반응에 미치는 영향

Abstract

This study analyzed the customer response process which is delivered to consumers through integrated marketing communication exercised by an early adopter in the sports market, and proposed an efficient marketing plan for sports goods in the hope that customers come to have the process of having more accurate information about goods. Accordingly, this study aimed to analyze the influential relationship of an Innovator’s integrated marketing communication on a Customer Response. This study conducted research with focus on a survey questionnaire, and deducted the results through SPSS 18.0 and AMOS 20.0 for Windows as follows: First, as a result of doing an empirical analysis of Hypothesis 1, it was found that spatial behaviour and physical appearance in an Innovator’s integrated marketing communication had a positive influence on consumers’ monetary expense. Second, as a result of doing an empirical analysis of Hypothesis 2, physical appearance in an Innovator’s integrated marketing communication was found to have a positive influence on consumers’ likability. Such results show that early adopters’ integrated marketing communication is taking place, and also confirm that such marketing communication is delivered in a positive direction. What is clear is that general consumers and early adopters come to know that they can make an easy access to company goods because both side have homogeneity.