COVID-19 대유행 이후 골프참여비용에 대한 심리적 가격민감도 분석

Abstract

The purpose of this research is to analyze golf participation costs changed rapidly during the COVID-19 outbreak using price sensitivity meter analysis and to compare leisure participation satisfaction and continuous participation intention by demographic information (income). The price sensitivity meter was conducted with the collected 250 questionnaires. In addition, one-way Multivariate Analysis of Variance was performed to confirm the validity and reliability of leisure participation satisfaction and continuous participation intention for the comparative study with survey respondents subdivided based on average monthly income. As a result, the maximum, optimal, indifferent, and minimum marginal prices were derived, and the monthly average low-income group, as not expected, showed higher minimum and optimal prices than the high-income group, and the sensitivity to price was also low. Finally, the results of the comparative analysis between leisure participation satisfaction and continuous participation intention of the two groups showed no statistically significant difference. The price perceived by consumers not only has a complex and subjective meaning beyond the concept of numbers, but also seems to be a comprehensive one that includes each person's expectations and experiences.