골프의류매장의 속성이 소비자의 쇼핑감정, 쾌락적 쇼핑가치, 재구매의도에 미치는 영향

Abstract

The purpose of this study was to examine whether positive/negative shopping emotions, which are caused by a golf wear store characteristics, effect on hedonic shopping value, and whether hedonic shopping value mediates the relationship between shopping emotions and repurchase intention. To achieve the purpose of this study, 300 customers using golf driving ranges in Busan were selected by using a convenience sampling method, and the survey sheets of 266 subjects, excluding 34 of those who lacked sincerity, were used for the analysis. To prove the hypothesis of the study based on the sampled data, structural equation modeling was conducted using the SPSSWIN 12.0 program and AMOS 5.0 program. The results are as follows: First, store value in a golf apparel store was shown to have a positive effect on positive shopping emotion. Second, store value in a golf apparel store was shown to have a negative effect on negative shopping emotion. Third, store atmosphere in a golf apparel store was shown to have a positive effect on positive shopping emotion. Fourth, store atmosphere in a golf apparel store was shown to have a negative effect on negative shopping emotion. Fifth, positive shopping emotion of golf apparel consumers was shown to have a positive effect on hedonic shopping value. Sixth, negative shopping emotion of golf apparel consumers was shown to have no effect on hedonic shopping value. Seventh, hedonic shopping value of golf apparel consumers was shown to have positive effect on repurchase intention.