골프장 종사자의 감정표현에 따른 감정부조화 및 친소비자행동의 구조적 관계

Abstract

This study aims to analyze the structural relationship between emotional dissonance and pro-consumer behavior according to the emotional expression of golf course workers. For this purpose, employees who work at golf courses for about two months from December 1, 2021 were selected as populations. Among the populations, 15 golf courses in Seoul and Gyeonggi area were visited and a survey was conducted on the sample group using convenience sampling method for caddy and general service employees belonging to the golf course. All questionnaires were prepared by self-evaluation method. A total of 350 samples were collected, and the data of 303 were finally analyzed after deleting the insincere respondents such as double entry and weapon entry. Data were analyzed using PASW 18.0 statistical program for Windows to analyze frequency analysis, reliability analysis and correlation. In addition, confirmatory factor analysis was conducted to verify validity using AMOS 18.0, and path analysis between each variable was conducted as a structural equation model to verify the research hypothesis. As a result of the analysis, first, the hypothesis 1 that the emotional expression of golf course staff will have a negative (-) effect on emotional dissonance was statistically verified and adopted. Second, the hypothesis 2 that the emotional expression of golf course employees will have a positive effect on pro-consumer behavior was statistically verified and adopted. Third, the analysis of Hypothesis 3 that the emotional dissonance of golf course employees will have a negative (-) effect on pro-consumer behavior showed that the statistical significance was verified and adopted.