골프장 소비자 선택행동요인의 구조적 검증 = (The) Structural Study of Selection Behavior Factors related in Golf Consumers

다국어 초록 (Multilingual Abstract)

Selection behavior of golf facility users such as attitude and preference is important to revitalize the golf sport. It should lead the understanding of consumer behavior of golf industry to achieve improvement of the industry. Thus it is meaningful to identify factors affecting the selection behavior of the users. In this thesis, theory of planned behavior which integrates theory of reasoned action and Perceived Behavior Control factor is used to obtain more systematic and detailed identification than previous research. 510 users of Seoul and Kyungi-Inchon area golf courses (membership, public and resort) were surveyed using the research tool proven for its reliability and validity and outcome of the survey is as follows.
First, selection behavior varies depending on demographic variables of golf facility users. Second, significant statistic difference among user groups of different types of golf courses was found from factors such as general surrounding, service, Perceived Behavior Control factor. Third, factors affecting selection of golf courses varies depending on the types of golf courses; general surrounding for membership course, Perceived Behavior Control factor for public courses, and Perceived Behavior Control factor and service for resort courses. Fourth, selection behavior influence reselection and satisfaction degree depending on the type of golf courses. Fifth, analysis of causal relationship between demographic characteristics of golf course consumers and their selection behavior, reselection, and satisfaction degree by the types of golf courses shows that demographic characteristics and types of golf courses affect selection behavior of consumers and surrounding variables are the key factors of consumers of golf courses.
Outcome of the study is as follows.
Different selection behaviors were found depending on the types of golf courses and consumer characteristics. Especially, Perceived Behavior Control factor indicated in the theory of planned behavior shows various impact on selection of golf courses. However, subjective norm and typology factors which were assumed important were failed to show unique difference at the research analysis and should be in need of further study

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구목적 및 가설 = 5
• 3. 연구모형 = 7
• 4. 용어의 정의 = 7
• 5. 연구의 제한점 = 9
• Ⅱ. 이론적 배경 = 10
• 1. 골프장 및 이용객 현황 = 10
• 2. 스포츠 소비자의 행동에 대한 이해 = 14
• 3. 합리적 행동이론(Theory of reasoned action) = 23
• 4. 합리적 행동이론과 계획행동이론 관련 연구 = 32
• Ⅲ. 연구방법 = 38
• 1. 연구대상 = 38
• 2. 조사도구 = 39
• 3. 조사절차 = 46
• 4. 자료처리 = 47
• Ⅳ. 결과 = 48
• 1. 골프장 소비자의 인구통계학적 특성 변인에 따른 선택유형의 차이 = 48
• 2. 골프장 소비자의 인구통계학적 특성에 따른 선택행동 요인의 차이 = 52
• 3. 골프장 유형에 따른 소비자 선택행동의 차이 = 60
• 4. 선택유형이 재 선택 및 이용 만족도에 미치는 영향 = 61
• 5. 선택행동이 재 선택 및 이용 만족도에 미치는 영향 = 63
• 6. 골프장 소비자의 인구통계학적 특성 및 골프장 유형에 따른 소비자 선택행동 요인과 재 선택 및 이용 만족도의 인과적 관계 = 65
• Ⅴ. 논의 = 69
• Ⅵ. 결론 및 제언 = 78
• 1. 결론 = 78
• 2. 제언 = 80
• 참고문헌 = 81
• 부록 = 89
• ABSTRACT = 92