골프웨어 소비성향과 패션 렌탈 서비스 속성이 골프웨어 렌탈 서비스 이용의사에 미치는 영향 : 연령과 성별의 조절효과

Abstract

The main purpose of this current study was to identify the consumer intention to use golf wear rental service of the millennials generation, which has emerged as primary consumers in the golf industry. The results of this study are as follows. First, it was revealed that flex among the factors of consumption propensity for golf wear had a positive (+) influence on the variables of diversity, economy, eco-friendliness, and enjoyment, which are the benefits of fashion rental service, at a statistically meaningful level. However, cost-effectiveness ratio was found to have no influence on the fashion rental service benefit factors and thus all the hypotheses were rejected. And the placebo consumption ratio was found to have a statistically significant negative (-) influence on the factors of fashion rental service benefits. Second, as a result of examining the relationship between the consumer intention to use the golf wear rental service and the factors of fashion rental service benefit , the sub-factors such as economics, eco-friendliness, and enjoyment were found to have a positive (+) influence at a statistically meaningful level. Third, the moderating effect between influencing factors of demographic characteristics was revealed. Finally, flex and placebo consumption in their 20s and 30s had a significant influence on the factors of fashion rental service benefit.