골프지도자의 리더십 유형이 소비자의 내적동기 및 구매행동에 미치는 영향

Abstract

The purpose of this study is to analyze the effect of leadership patterns of golf coaches on inner motive and purchasing behavior of golf customers. A questionnaire which consisted of demographic characteristics, leadership patterns, inner motive, and purchasing behavior was made. A questionnaire survey was conducted with golfers who resided in Gwangju Metropolitan City and Jeollanam-do and had experience in golf coach’s lesson. Effective sample questionnaires of 341 were collected using a convenience sampling method and a self administration method. Independent t-test, one-way ANOVA, multiple regression analysis, and structural equation model(SEM) were used as statistical technique to analyze the results. Finally, the conclusion is as follows. First, demographic differences in leadership patterns, inner motive, and purchasing behavior were analyzed. While there were no evident group differences in gender, there were statistically signifiant group differences in age, occupation, education, golf experience, period of attendance, and scoring average. Specifically, the mean score of age was high in the group in their 20s for all factors. The mean scores of occupation were high in the student group for the leadership patterns, in the professional group for the inner motive, and in the student and other groups for the purchasing behavior. The mean scores of education were high in the high school graduation group for the leadership patterns, in the graduate graduation group for the inner motive, and in the high school graduation group for the purchasing behavior. The mean scores of golf experience were high in the <1 year group for the leadership patterns, in the 1-2 years group for the inner motive, and in the >5 years group for the purchasing behavior. The mean scores of period of attendance were high in the <1 month group for the leadership patterns, in the <1 month group for the inner motive, and in the <1 month and >1 year group for the purchasing behavior. The mean scores of scoring average were high in the <80 group for all factors. Second, for the effects of golf coach’s leadership patterns on inner motive, there were positive(+) effects of social support behavior on pleasure(p<.001), of social support behavior(p<.01) and autocratic behavior(p<.01) on competence, and of social support behavior(p<.001) and autocratic behavior(p<.001) on tension. Third, for the effects of golf coach’s leadership patterns on purchasing behavior, there were positive(+) effects of training and directive behavior(p<.01), democratic behavior(p<.01), and social support behavior(p<.01) on customer satisfaction, of training and directive behavior(p<.01) and social support behavior(p<.001) on customer trust, and of democratic behavior(p<.01) and social support behavior(p<.001) on customer royalty. Fourth, for the effects of golf customer’s inner motive on purchasing behavior, there were positive(+) effects of pleasure on customer satisfaction(p<.001), customer trust(p<.001), and customer loyalty(p<.001). Fifth, for the relationship among leadership patterns, inner motive, and purchasing behavior, leadership patterns had positive effects(+) on inner motive(p<.001) and purchasing behavior(p<.001). In conclusion, this study confirmed various differences in golf coach’s leadership patterns according to consumer’s market segmentation criteria and suggested that coach’s leadership patterns were an important influencing factor eliciting customers’ inner motive, satisfaction, trust, and loyalty. However, unlike the research hypothesis, golf customer’s inner motive was not an influencing variable eliciting purchasing behavior. It may be associated with the fact that basic education or instruction related to the importance of leadership is not provided for golf coaches.