Abstract
The purpose of this study is to structurally investigate the influence of the club selection attribute of golf club consumers on the propensity for brand dependence and consumption propensity for the reference group. The subject of the study was golf consumers, and 283 data were used for the final analysis. The hypothesis was tested by Structural Equation Model (SEM) using Amos. the results are as follow. First, only symbolism among the three club selection attributes (symbolism, functionality and practicality, price) had a positive effect on the propensity to depend on the brand. Second, among the three factors of club selection attributes (symbolism, functionality and practicality, price), two factors, symbolism, functionality and practicality, had a positive effect on the following consumption of the reference group. Third, the propensity to depend on the trademark had a positive effect on the following consumption of the reference group.
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