골프웨어 구매선택기준과 만족도

다국어 초록 (Multilingual Abstract)

This study is to clarify a dimension of consumer's selection criteria in purchasing golf-wears consumers and to examine a relation between each resources and their satisfaction level after purchasing them so that I would like to understand a purchasing behavior of golf-wears' consumers profoundly and to contribute to increasing a efficiency of marketing strategy related to golf-wear's market division.
In the study, as the subject of study a object, consumers for golf-wear more than 20 years was chosen as a random sampling, and data was collected by questionnaire, which was used 420 copies among total 450 one for the result analysis.
Data analysis was carried out by using MS Excel 97 and SPSS WIN 10.0 version. Statistical methods in data processing are a frequency analysis, a reliability analysis, factor analysis, t-test, ANOVA, Duncan-multiple range test, and regression analysis.
A result of the study are as follows.
1. Dimension of selection criteria in purchasing golf-wear are adjusted such 6 causes as 'symbolical character', 'aesthetic character', 'comfortableness', 'utility', 'quality', and 'diversity of wearing'.
2. As a result in examining the effects for consumer's consideration level on each causes of selection criteria in purchasing to influence its satisfaction, these each causes of selection criteria in purchasing could influence its satisfaction level meaningfully.
3. As a result in examining the effects for each satisfaction elements to influence the general satisfaction level, such elements as 'fashion sense', 'durability of material(durable level of the material)', 'general satisfaction level', 'purchasing price', 'after service(repair, exchange, refundment)', 'pleasant wearing after exercise', 'matching with their own figure' could influence a general satisfaction level statically.
4. As a result in examining a difference between selection criteria in purchasing and satisfaction level after purchasing according to the properties of survey target, only satisfaction level after purchasing that was analyzed by golf career could not display a meaningful difference statistically.
It is significant that this study can provide a fundamental framework for selection criteria in consumer's purchasing golf-wear as this study was limited in golf-wear as a targeted-wear for studying. Accordingly, I would like to propose as follows ,which is based on the result of the study.
The study show that each elements of selection criteria in purchasing can influence the satisfaction after purchasing meaningfully. Accordingly, in establishing a marketing plan for the design and the promotion(advertising) strategy of golf-wear, I suggest that the result could be considered at the maximum. For a example, it will be used for a advertizement to look better wearer's social status, dignity, and personality that actually is and to emphasize a high qualified wear.
Marketing goal could be differentiated by whether we view customer's satisfaction as a first dimensional structure or a second dimensional one or not. Therefore, The marketing goal could be changed. This report would like to conclude that the customer's satisfaction could be viewed as the second dimension so that a enterprise should inquire into how to maximize customer's satisfaction and how to minimize customer's satisfaction at the same time in establishment of marketing strategy.
In a result of examining a difference of satisfaction's level from special character of survey target and selection criteria in purchasing, marketing could adapted the strategy that more higher their own main customer's age is more concentrated to wear's quality, and satisfaction for cost is increased through proving a advanced after or before service. Additionally, through scientific survey on the twenties and the thirties' figure who rapidly appeared as a new market, classification of their figure's size will be implemented to increase the satisfaction of their own figure. And it will be emphasized by advertisements that a product of golf-wear could be a way to express their status and dignity. Finally a enterprise should be able to establish a strategy to increase customer's satisfaction through understanding on the rate of those who play golf and those who do not play golf among their customers.
Some proposal for a following study is as follows.
1.1. This study was to examine essentially the selection criteria that consumers considered in purchasing golf-wear as nature aspects of cloths, and as for measuring satisfaction's level after its purchasing, a internal(mental) satisfaction was to be examined only. Therefore, it will be needed for the study that could be examined by some non-nature aspects of selection criteria in purchasing golf-wear and by including external satisfaction level after purchasing.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 배경 및 목적 = 1
• 2. 연구문제 = 2
• 3. 연구의 범위 및 제한점 = 2
• II. 관련문헌 고찰 = 3
• 1. 국내 골프웨어시장 현황 = 3
• 2. 구매선택기준 = 5
• (1) 구매선택기준의 개념 = 5
• (2) 구매선택기준의 유형 = 6
• 3. 만족도 = 13
• (1) 만족의 개념 = 13
• (2) 만족의 측정 = 15
• III. 연구방법 및 절차 = 21
• 1. 표본 = 21
• 2. 조사도구 = 23
• 3. 조사절차 및 분석방법 = 26
• IV. 연구결과 = 27
• 1. 조사도구의 신뢰도 = 27
• 2. 골프웨어 구매선택기준의 차원 = 27
• 3. 구매선택기준 요인별 고려정도에 따른 만족도 = 31
• 4. 구매후 만족도가 전반적인 만족도에 기여하는 정도 = 46
• 5. 조사대상의 특성에 따른 구매선택기준과 만족도의 차이 = 48
• V. 결론 및 제언 = 63
• 참고문헌 = 67
• Abstract = 70
• <부록 1> 설문지 = 74
• <부록 2> 구매선택기준과 만족도 문항의 신뢰도 = 78