베이비붐 세대 골프참여자의 골프용품 구매결정요인이 구매만족과 브랜드충성도에 미치는 영향 (The effect of Purchasing decision factors on purchase satisfaction and brand loyalty of baby boomer golf participants)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 32권 / 1호 / 1 ~ 13페이지
· 저자명 : 이효성, 나청우, 여인성

초록

The purpose of this study is to investigate the effect of purchase decision-making factors of baby boom generation golf participants on purchase satisfaction and brand loyalty. By doing so, we intend to provide empirical evidence to establish a differentiated marketing strategy that can appeal to consumers' rational consumption decisions and satisfy consumers' needs and purchase intentions. To achieve the purpose of the study, a survey was conducted on 261 baby boomers who had experience purchasing golf equipment. In addition, a convenience sampling method among non-probability sampling methods was employed. For data analysis, this study conducted frequency analysis, reliability analysis, and correlation analysis using SPSS 22.0 Ver. Structural equation modeling analysis was also performed after confirmatory factor analysis using AMOS 22.0 Ver. The results of this study are as follows. First, purchase decision-making factors were found to have a positive (+) effect on purchase satisfaction. Second, purchase decision-making factors were found to have a positive (+) effect on brand loyalty. Third, purchase satisfaction was found to have a positive (+) effect on brand loyalty. Fourth, purchase satisfaction was found to mediate the relationship between purchase decision-making factors and brand loyalty.

영어초록

The purpose of this study is to investigate the effect of purchase decision-making factors of baby boom generation golf participants on purchase satisfaction and brand loyalty. By doing so, we intend to provide empirical evidence to establish a differentiated marketing strategy that can appeal to consumers' rational consumption decisions and satisfy consumers' needs and purchase intentions. To achieve the purpose of the study, a survey was conducted on 261 baby boomers who had experience purchasing golf equipment. In addition, a convenience sampling method among non-probability sampling methods was employed. For data analysis, this study conducted frequency analysis, reliability analysis, and correlation analysis using SPSS 22.0 Ver. Structural equation modeling analysis was also performed after confirmatory factor analysis using AMOS 22.0 Ver. The results of this study are as follows. First, purchase decision-making factors were found to have a positive (+) effect on purchase satisfaction. Second, purchase decision-making factors were found to have a positive (+) effect on brand loyalty. Third, purchase satisfaction was found to have a positive (+) effect on brand loyalty. Fourth, purchase satisfaction was found to mediate the relationship between purchase decision-making factors and brand loyalty.

참고자료

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