골프참여자의 지각된 코칭 행동과 참여동기 및 재구매의도의 관계 = Perceived Coaching Behaviors, Participation Motivation, and Repurchase Intention among Golf Participants

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the structural relationships among perceived autonomous and controlling coaching behaviors, participation motivation, and repurchase intention among golf participants. To achieve this purpose, a survey was conducted with 391 golf participants, and the collected data were analyzed. Confirmatory factor analysis (CFA) and Cronbach’s alpha coefficients were used to assess the validity and reliability of the measurement instruments. In addition, descriptive statistics, correlation analysis, and structural equation modeling (SEM) were performed. The results indicated that autonomous coaching behavior had a positive effect on both participation motivation and repurchase intention. In contrast, controlling coaching behavior had a negative effect on participation motivation and did not have a significant effect on repurchase intention. Furthermore, participation motivation had a positive effect on repurchase intention. The findings of this study are expected to provide objective and practical implications for improving service quality and effective management in golf academies.