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골프 용품 소비자의 골프 클럽(골프채) 구매 시 골프 Shop 선택요인 분석
정경일(Chung Kyung il),신석영(Shin Suk Young) 한국스포츠산업경영학회 2004 한국스포츠산업경영학회지 Vol.9 No.1
본 연구의 목적은 골프용품 소비자가 골프용품(클럽)을 구매하기 위하여 골프 Shop을 선택할 대 어떠한 요인을 중요시하는지 알아보고자 하는 것이다. 구체적으로 이러한 목적을 달성하기 위하여 골프 Shop 선택속성의 중요도를 분석하고 소비자의 개인적 특성에 따라 비교분석하고자 한다. 연구의 대상은 서울과 경기지역에 거주하는 프로와 아마추어 골퍼 150명으로 선정하였고, 편의표본추출법을 이용하였다. 연구분석을 위해 빈도분석, t-검증, 분산분석, 요인분석을 실시한 후 다음과 같은 결과를 얻었다. 첫째, 골프 Shop의 선택요인으로는 신뢰성, 구매 서비스 수준, 접근 편의성, 클럽선택의 다양성 그리고 가격 경쟁력 요인 순으로 나타났다. 둘째, 성별에 따라 접근 편의성과 클럽선택의 다양성 요인에서 유의한 차이가 나타났다. 셋째, 연령에 따라 신뢰성, 구매 서비스 수준, 가격 경쟁력 요인에서 유의한 차이가 나타났다. 넷째, 직업에 따라 신뢰성, 구매 서비스 수준, 클럽선택의 다양성, 가격 경쟁력 요인에서 유이한 차이가 나타났다. 다섯째, 월평균 소득에 따라 신뢰성, 구매 서비스 수준, 접근 편의성, 가격 경쟁력 요인이 유의한 차이를 보이는 것으로 나타났다. 여섯째, 골프경력에 따라 신뢰성, 구매 서비스 수준, 클럽선택의 다양성, 가격 경쟁력 요인이 유의적 차이가 나타났다. 일곱째, 평균타수에 따라 신뢰성, 구매 서비스 수준, 접근 편의성에 유의적 차이를 나타내었고, 월평균 라운드 횟수는 신뢰성 요인만이 유의적 차이를 나타내었다. 마지막으로, 프로와 아마추어 골퍼 간에는 신뢰성, 구매 서비스 수준, 가격 경쟁력 요인에서 유의한 차이가 나타났다. The purpose of this research was to develop marketing strategies for the golf shop industry in Korea through the exploration and processing the empirical data including a variety of different attributes which were assumed to be affecting the customers' selection of the golf shops in Korea. To satisfy this purpose, the researcher developed a new set of questionnaires and interviewed 150 golfers who were randomly selected out of amateur and professional golfers residing in Seoul and Kyunggi Province. As a statistical method, the researcher used SAS Program Ver. 8.01 to analyze the univariate data such as the mean, standard deviation, and frequency. The T-tests were undertaken to examine significant differences between the groups. ANOVA (Analysis of Variance) tests with Duncan's multiple-range tests were executed additionally for the post-hoc comparison. And also Exploratory Factor Analysis was used specifically for analyzing the selecting factors of the golf shops. The results showed that credibility factor was found to be the most important selecting factor, purchase-related service quality factor as the second most important, accessibility factor as the third, club variety factor as the fourth. and price value factor as the fifth. Results: 1. There are significant differences in accessibility factor and club variety factor by sex. 2. There are significant differences in credibility factor, purchase-related service quality factor. and price value factor by age. 3. There are significant differences in credibility factor, purchase-related service quality factor, club variety factor, and price value factor by occupation. 4. There are significant differences in credibility factor, purchase-related service quality factor, club variety factor, accessibility factor, and price value factor by income. 5. There are significant differences in purchase-related service quality factor, club variety factor, and price value factor by golf career. 6. There are significant differences in credibility factor, purchase-related service quality factor, accessibility factor, and price value factor by average score. 7. There are significant differences in credibility factor by number of rounds per month. 8. There are significant differences in credibility factor, purchase-related service quality factor, and price value factor between amateur and professional golfers.
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시장세분화를 위한 골프갤러리의 라이프스타일에 관한 연구
전익기,이정학,이재돈,신석영 경희대학교 체육대학 한국체육과학연구소 2004 體育學論文集 Vol.32 No.-
The analysis result on the life style of gallery for golf games shown in the study indicates that the majority of people watches the golf related TV programs for 2 hours a week with most favorable ones in women's golf competitions. The number of people watching the golf competitions is 3 times a year with the preference on women's competition rather than men's competition Approximately 34∼36% of the golf galleries has health club or golf course membership, with 45% subscribed to a golf magazine and most of them possessed the gold credit cards. They made investment mainly through real estate and had interest in well being, particularly in well being food. In addition, 83% of the golf gallery had experienced in overseas travel in the past two years, and 55% of the galley had taken overseas golf tour. Furthermore, the vehicles golf fans had were in the order of Grandeur, Equus, and BMW and the main use of the vehicles were for work, and in the recognition of brand for imported cars was shown in the sequence of BMW, Benz, Lexus and others. However, such a life style and attitude of sports consumers is not a firm one in any means. The life style of the sports consumers change along with the flow of time that the continuous research on the life style of golf consumers, such as this study, has to be made, and when the accumulation of such data would be a precondition for establishing the effective marketing strategy.
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