지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.10
- 수록면
- 79 - 89 (11page)
- DOI
- 10.51979/KSSLS.2023.10.94.79
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초록· 키워드
오류제보하기
Purpose: The purpose of this study is to identify the factors that professional golfers prioritize when purchasing golf clubs and assess the relationship between importance and satisfaction in golf club selection attributes using the IPA technique.
Method: The study involved a sample of 66 professional golfers, ranging in age from their teens to their forties, who had experience purchasing golf clubs. Data collecetd from survey responses were analyzed using SPSS 21.0. Frequency analysis was conducted to process the collected data, and a paired t-test was performed to determine perceptual differences in golf club selection attributes. The IPA technique was applied to identify the attributes that professional golfers consider important when selecting golf clubs and to evaluate their satisfaction post-purchase.
Results: The results of the analysis are as follows: Firstly, in terms of golf club selection attributes, the importance was ranked as quality, design, brand, trend, evaluation, and price. Meanwhile, satisfaction was ranked as quality, design, brand, trend, price, and evaluation. Secondly, a paired t-test was conducted to analyze the importance and satisfaction levels of the 14 sub-factors within the five attributes of golf club selection. The results indicated significant differences in the sub-factors of distance, forgiveness, shaft, and recommendation from acquaintances. Thirdly, the attributes analyzed in the quadrant of high importance, and high satisfaction included shaft, forgiveness, distance, head shape, recommendation from experts, brand recognition, and elegance. Fourthly, the attribute analyzed in the low importance, high satisfaction quadrant was brand image. Fifthly, the attributes analyzed in the quadrant of low importance and low satisfaction were color, usage by star players, no-sale policy, high price, online reviews, and recommendations by acquaintances. Lastly, the quadrant of high importance and low satisfaction did not have any corresponding attributes.
Conclusion: Professional golfers prioritize the functional aspects that enhance their performance and the shape of the club head when choosing golf clubs, placing less emphasis on price. They also derive high levels of satisfaction from these clubs. Therefore, golf club sales companies should adopt high-end marketing strategies while focusing on technological advancements to improve golf club functionality. This study can provide valuable information not only for golf club sales companies but also for professional and amateur golfers who are interested in selecting golf clubs.
Method: The study involved a sample of 66 professional golfers, ranging in age from their teens to their forties, who had experience purchasing golf clubs. Data collecetd from survey responses were analyzed using SPSS 21.0. Frequency analysis was conducted to process the collected data, and a paired t-test was performed to determine perceptual differences in golf club selection attributes. The IPA technique was applied to identify the attributes that professional golfers consider important when selecting golf clubs and to evaluate their satisfaction post-purchase.
Results: The results of the analysis are as follows: Firstly, in terms of golf club selection attributes, the importance was ranked as quality, design, brand, trend, evaluation, and price. Meanwhile, satisfaction was ranked as quality, design, brand, trend, price, and evaluation. Secondly, a paired t-test was conducted to analyze the importance and satisfaction levels of the 14 sub-factors within the five attributes of golf club selection. The results indicated significant differences in the sub-factors of distance, forgiveness, shaft, and recommendation from acquaintances. Thirdly, the attributes analyzed in the quadrant of high importance, and high satisfaction included shaft, forgiveness, distance, head shape, recommendation from experts, brand recognition, and elegance. Fourthly, the attribute analyzed in the low importance, high satisfaction quadrant was brand image. Fifthly, the attributes analyzed in the quadrant of low importance and low satisfaction were color, usage by star players, no-sale policy, high price, online reviews, and recommendations by acquaintances. Lastly, the quadrant of high importance and low satisfaction did not have any corresponding attributes.
Conclusion: Professional golfers prioritize the functional aspects that enhance their performance and the shape of the club head when choosing golf clubs, placing less emphasis on price. They also derive high levels of satisfaction from these clubs. Therefore, golf club sales companies should adopt high-end marketing strategies while focusing on technological advancements to improve golf club functionality. This study can provide valuable information not only for golf club sales companies but also for professional and amateur golfers who are interested in selecting golf clubs.
목차
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅳ. 결론 및 제언
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ABSTRACT
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