골프연습장의 소비자행동 결정요인에 관한 연구

Abstract

The purpose of this study was to provide a basic material to promote the efficient management of golf driving range and the development of the golf industry, and to contribute for the popularization of golf by analyzing the determinative factors of consumer behaviors in customers of golf driving ranges. To achieve this, customers for golf driving ranges in the G and J areas were selected as a population on March 2005. A total of 400 samples were chosen: Indoor 200 and outdoor or rooftop 200. Poor and unreliable or missing questionnaires were eliminated. Finally, 376 responses were analyzed by one-way ANOVA, cannonical correlation analysis, and multiple regression analysis using SPSS11.0 program. In this way, the following results were obtained. 1. Difference in the marketing mix of golf driving range in the function of subjects' demographic factors(sex, age, education level, monthly mean income, kinds of golf driving range, purposes to use, frequency of use, time of use, golf experience) Sex showed statistically significant difference in price and products. In the price of golf driving range, male customers evaluated higher, considering golf driving range expensive, compared with women. In the products, woman customers evaluated higher than males. Age showed statistically significant difference in products and PR, suggesting that 30-39 age group was the highest in the products. Education level showed statistically significant difference only in promotion. As education level was low, the evaluation of promotion was high. Monthly mean income showed statistically significant difference in products, promotion, and PR. The evaluation of customers with mean income of one-two million won was the highest. The pattern of using a golf driving range showed statistically significantly difference in price, products, promotion, and PR. The price was higher in the customers of outdoor golf driving ranges; the product in indoor; the products in outdoor; the promotion in indoor, and the PR in indoor. Frequency of use showed statistically significant difference in price, products, promotion, and PR. The price was higher, as frequency per week was small, reflecting that customers using a golf driving range less felt expensive. The products were the highest in customers using once per week. The PR was higher, as frequency of use was high, reflecting that as frequency of use was high, the relation of golf driving range and internal and external public was good. Four times per week were the highest frequency of use. Purpose of use showed statistically significant difference in facilities, price, products, and PR, suggesting the highest in self-development purpose. The products and PR were the highest in self-development purpose. Time of use showed statistically significant difference in price, products, and PR. 1-1.5 hours per one use time were the highest. Golf experience showed statistically significant difference in facilities, price, products, and PR. The evaluation of customers playing golf for less than 3 months was the highest in facilities and products, while the evaluation of those playing golf for more than one year was higher in the price but lower in the PR. 2. Difference in the satisfaction of using golf driving ranges in the function of subjects' demographic factors(sex, age, education level, monthly mean income, kinds of golf driving range, purposes to use, frequency of use, time of use, golf experience) In demographic factors and the satisfaction of using golf driving ranges, female customers were more satisfied with products than males in the function of sex. Monthly mean income showed statistically significant difference in products, products, and promotion, suggesting that customers with mean income of one-two million won were the highest in satisfaction. The pattern of using a golf driving range showed statistically significantly difference in price, products, promotion, and PR. The customer satisfaction was higher in indoor golf driving ranges than outdoor. Frequency of use showed statistically significant difference in price, products, promotion, and PR. Customers using a golf ranges four times per week showed the highest price satisfaction; more than five times per week showed the highest product satisfaction; four times per week showed the highest promotion satisfaction, and four times per week showed the highest PR satisfaction. Time of use showed statistically significant difference in facilities, price, products, and PR. Customers using 1-1.5 hours per one use time showed the highest facilities satisfaction and those using less than one hour per one use time showed the highest price, products, and PR satisfaction. Golf experience showed statistically significant difference in facilities, price, products, and PR. Customers playing golf for less than 3 months showed the highest satisfaction. 3. Difference in customers' decision making in the function of subjects' demographic factors(sex, age, education level, monthly mean income, kinds of golf driving range, purposes to use, frequency of use, time of use, golf experience) Of subfactors of demographic factors and customers' decision making in golf driving ranges, sex showed statistically significant difference only in re-registration. Female customers had higher intent of re-registration than males. Age showed statistically significant difference in the intent of re-registration and PR, suggesting the highest intent in age group 30-39. Monthly mean income showed statistically significant difference in the intent of re-registration and PR, suggesting that customers with mean income of one-two million won had the highest intent. In the pattern of using a golf driving range, indoor customers showed statistically significantly difference in the intent of re-registration and PR. The customer satisfaction was higher in indoor golf driving ranges than outdoor. Frequency of use showed statistically significant difference only in the intent of re-registration. Customers using a golf ranges four times per week had the highest intent. In purpose of use, re-registration was the highest in social purpose, while PR was higher in social and self-development purpose. In time of use, the intent of re-registration and PR was the highest in customers using less than one hour. In golf experience, the intent of re-registration and PR was the highest in customers with less than three-month experience. 4. Relations between the marketing mix of golf driving ranges(product, price, place, promotion, and PR) and customers' decision making(the intent of re-registration and PR) As the evaluation of facilities, products, promotion, and PR was low and the price was high, the intent of re-registration and PR was low. On the contrary, as the evaluation of facilities, products, and promotion was high, the intent of and PR was high. 5. Relations between the customer satisfaction of golf driving ranges and customers' decision making(the intent of re-registration and PR) As the evaluation of facilities, price, products, promotion, and PR was low, the intent of re-registration and PR was low. The effects of satisfaction factors of using golf driving ranges on customers' decision making(the intent of re-registration and PR) were examined. The effects of products, price, facilities, and PR were statistically significant. As the satisfaction of products, price, facilities, and PR was high, customers' decision making was high. The satisfaction factors influencing the intent of re-registration included products, price, facilities, and PR, showing statistically significant difference, while the satisfaction factors influencing the intent of PR included products, facilities, and PR, showing statistically significant difference.