Earticle

초록

영어

Recently, the legislator passed a new labor standards law, which limits the maximum working time to 40 hours per week. In accordance, the today’s increasing focus on the leisure activities, especially in golf, is encouraged not only with the increased spare time for the working class people, but also with the current social inclination in well-being of the lifestyle. To participate in the sport, people need suitable equipment, clothes and shoes. Accordingly, sport marketing area has become an area of war. To reflect these consumer needs, various products market has developed and the competition between companies become even severer. These industrial developments resulted in virtually homogeneous products, giving product providers hard time in attracting consumers. This research used convenience sampling of nonprobability sampling among 700 golfers who have experiences of buying golf club. Of 700 questionnaire, 638 were collected, and 575 were found valid. The measurement tool used was the survey questionnaires. Besides, in order to analyze the collected materials, the statistical program such as PC/SPSS 15.0 ver. for Windows use was also applied. The reliability test used 15.0 and Frequecy Analysis, T-Test, One-Way ANOVA, Correction Analysis, Multiple Regression and Path Analysis through surveys were applied. Like the above, through materials' analysis using research methodologies and procedures. The results of the study are as follows: First, based on the study subject, the consumer buying-decision process on various kinds of golf clubs is depended on the demographical characteristic. Second, the demographical characteristics of the study group also affect the degree of awareness in the brand equity. Third, repurchasing behavior is influenced by the consumer-buying decision making factors as they are also interrelated to each other. Forth, The brand equity recognition and the repurchasing behavior are interrelated to each other as loyalty to a certain brand is mainly influenced by the the level of appreciation on the brand equity.

목차

ABSTRACT
 I. 서론
 II. 연구방법
  1. 연구대상
  2. 조사도구
  3. 자료처리
 III. 연구결과
  1. 인구통계학적특성에 따른 골프클럽 구매 결정 요인의 차이
  2. 인구통계학적특성에 따른 브랜드자산 인식의 차이
  3. 구매결정요인 및 브랜드자산 인식이 구매후 행동에 미치는 영향
 IV. 논의
  1. 구매결정요인에 대한 논의
  2. 브랜드자산 인식에 대한 논의
  3. 구매결정요인이 구매 후 행동에 미치는 영향
  4. 브랜드자산 인식이 구매 후 행동에 미치는 영향
 V. 결론
 참고문헌

키워드

저자

• 김형우 [ Kim, Hyung-Woo | 세한대학교 ]
• 최윤동 [ Choi, Yoon-Dong | 신안산대학교 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  골프연구 [Journal of Golf Studies]

• 간기

  계간

• pISSN

  1976-2380

• eISSN

  2713-9565

• 수록기간

  2007~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 695 DDC 796