골프용품 구매결정요인이 브랜드태도와 구매행동에 미치는 영향
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This study aims at providing fundamental data and information on golf goods industry by studying what effects of purchase decision factors of golf goods on brand attitude and purchase behavior through the way of improving and gaining a competitive management efficiency, customers demand high quality instrument and service that clients have to increase customer satisfaction, building a positive image in a golf goods market. The survey was done through 230 golfers in 5 golf practice rangers in Seoul special municipality, Gyeonggi-do province, Chungcheong-do province area excluding 31 copies ran an analysis on the remaining 199(86.5%) copies. After question investigating the data which is collected used SPSS Statistics 18.0 for Windows, frequency analysis was used in order to acquire demographic characteristics of members. Exploratory factor analysis and Cronbach's α were used in order to verify validity and reliability of purchase decision factors of golf goods, brand attitude, purchase behavior. In this study, as a result of t-test, one-way ANOVA and post hoc test used Scheffe method, correlation analysis, multiple regression analysis. The result of this study were as follows. First, purchase decision factors of golf goods showed meaning differences in age, scholarship, average golf score. Second, brand attitude had different effects to gander, age. Third, purchase behavior had significant differences in age. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.