중국골퍼의 소비특성에 관한 연구
A Research on the Consumption Propensity of Chinese Golfers
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The following has its purpose in research delivers baseline data for the growth of healthy golfing and raising the quality of life of Chinese golfers by exploring the participation motivation, immersion of the exercise and the quality of life of the Chinese golfers to find out the cause-and-effect relation between them based on demographic characteristics. For the examination of research hypothesis, I conducted a survey and used the data for empirical testing. The survey’s questionnaire items were made based on the major variables discussed in the former research. For the analysis on the surveys, I used the statistics analysis tool program SPSS 21 and AMOS 22. I conducted factorial analysis, credibility analysis, variance analysis (ANOVA) and path analysis according to the purpose of the research. The results are as follows. First, in light of the research, the corporates related to golf seems to believe that using the average tendency of ostentation has a good effect when designing their golfing products and promoting their golf course. Second, by the fact that golfers in an older age range tend to be more immersed in the golf sport, reaching the same eye-level of the older golfers in the service-sector such as designing the golf course and the convenience facilities more correlated to the older aged, serving food, etc. Third, the group in which the age and the income was rather low, the research showed that the main reason of the group’s distance from the golf sport was in the financial factor. To reach popularization in a quick session, the price of the golfing should be falling or development in rather cheap golfing facilities such as screen golfing (in progress in Korea) should be conducted. Fourth, between the many factors the factor of joy showed positive effects on the immersion of the sport. Which means that most of the golfers participate the sport just for the fun of it. From this point of view, doing something fun and at the same time getting positive results throughout getting healthy physically, mentally and socially should be enough to be popularized for the sake of the public. Fifth, only the social factor seems to give effect on the cognitive commitment sector which means that people who exercise for their health would rather choose another sport for it being cheaper and more popularized. The people also tend to recognize golf as a more luxurious sport and therefore isn’t as close to it compared to other sports. Changing such stereotypes in a short amount of time is nearly impossible so developing a virtuous circulation where the society that can accept golf as a rather light sport should be more realistic.
Abstract
The following has its purpose in research delivers baseline data for the growth of healthy golfing and raising the quality of life of Chinese golfers by exploring the participation motivation, immersion of the exercise and the quality of life of the Chinese golfers to find out the cause-and-effect relation between them based on demographic characteristics. For the examination of research hypothesis, I conducted a survey and used the data for empirical testing. The survey’s questionnaire items were made based on the major variables discussed in the former research. For the analysis on the surveys, I used the statistics analysis tool program SPSS 21 and AMOS 22. I conducted factorial analysis, credibility analysis, variance analysis (ANOVA) and path analysis according to the purpose of the research. The results are as follows. First, in light of the research, the corporates related to golf seems to believe that using the average tendency of ostentation has a good effect when designing their golfing products and promoting their golf course. Second, by the fact that golfers in an older age range tend to be more immersed in the golf sport, reaching the same eye-level of the older golfers in the service-sector such as designing the golf course and the convenience facilities more correlated to the older aged, serving food, etc. Third, the group in which the age and the income was rather low, the research showed that the main reason of the group’s distance from the golf sport was in the financial factor. To reach popularization in a quick session, the price of the golfing should be falling or development in rather cheap golfing facilities such as screen golfing (in progress in Korea) should be conducted. Fourth, between the many factors the factor of joy showed positive effects on the immersion of the sport. Which means that most of the golfers participate the sport just for the fun of it. From this point of view, doing something fun and at the same time getting positive results throughout getting healthy physically, mentally and socially should be enough to be popularized for the sake of the public. Fifth, only the social factor seems to give effect on the cognitive commitment sector which means that people who exercise for their health would rather choose another sport for it being cheaper and more popularized. The people also tend to recognize golf as a more luxurious sport and therefore isn’t as close to it compared to other sports. Changing such stereotypes in a short amount of time is nearly impossible so developing a virtuous circulation where the society that can accept golf as a rather light sport should be more realistic.
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