골프 소비자의 골프의류 선택속성이 브랜드 충성도 및 지속구매의도에 미치는 영향

Abstract

The purpose of this study is to present marketing strategy that should be pursued by activation of golf industry and golf wear brands by analyzing influence that golf consumer’s selection attributes of golf wear has on brand loyalty & intent of continuous purchase. 273 golf consumers, the actual customers of outdoor golf courses in Gyeonggi province were taken as study subject. Data was processed through frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, regression analysis by using SPSS 25.0 Window Version. First, it is found that the price of selection attributes of golf wear, brand, functionality, design factor have statistically significant influence on subordinate factor of brand loyalty & behavioral loyalty. Second, it is found that although the price of selection attributes of golf wear, brand, design factor have statistically significant influence on intent of continuous purchase, functional factor does not. Third, it is found that brand loyalty has statistically significant influence on intent of continuous purchase.