Abstract
The purpose of this study was based on to analyze the process of intention to participate in golf lessons of golf studio lesson participants. A total of 130 questionnaires were finally collected from golf studio lesson participants. Data were analyzed with SPSS and AMOS. Frequency analysis, confirmatory factor analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis were performed. First, the golf studio lesson attitude, subjective norm, and perceived behavioral control were found to have a positive correlation with behavioral intention. Second, it was found that prior knowledge and price sensitivity of golf studio lessons had a positive correlation with intention to act. Therefore, it is necessary to consider a strategy to induce new inflow by securing a new marketing strategy in the golf industry by expanding a new business model to golf lessons.
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