골프참여자의 추구편익이 웰빙의식 및 소비행동에 미치는 영향에 관한 연구

Abstract

The purpose of this study is to investigate the effect of golf participants' benefit needs on well-being awareness and consumption behavior, and clarify their overall relationships. More specifically, the aim of this study is to identify the differences of factors of benefit need, well-being awareness, and consumption behavior according to various demographical aspects and using behavioral aspects of golf participants, and to explore the influences of benefit need to well-being awareness and consumption behavior thereafter investigate among those factors. As a result, golf participants' benefit needs affect to well-being awareness which entertainment benefit and social communication benefit affect to mental well-being, and all sub factors of benefit needs affect to physical well-being. Also it finds golf participants' benefit needs affect to consumption behavior which entertainment benefit and social communication benefit affect to continuous consumption, and all sub factors of benefit needs affect to recommendation, equipment purchase, and media consumption. Finally, it finds golf participants' well-being awareness affect to consumption behavior. All sub factors of well-being awareness affect to continuous consumption, recommendation, and media consumption whereas physical well-being effect to equipment purchase. Sixthly, well-being awareness is identified as a mediator variable between benefit needs consumption behavior, and golf participants' benefit needs affect to consumption behavior through well-being awareness.