골프 인플루언서의 사회적 연결감이 소비행동에 미치는 영향: 행동적 인게이지먼트를 중심으로

Abstract

This study investigates the impact of golf influencers' social connectedness on consumer behavior, with a particular focus on the mediating role of behavioral engagement. Data were collected from 192 users of indoor and outdoor screen golf practice facilities located in Seoul, Gyeonggi, and Daegu, who also actively consume golf-related content on social media, using purposive sampling. The main findings are as follows. First, golf influencers' social connectedness positively influenced consumer behavior, including purchase intention and continued usage intention, highlighting its critical role in fostering sustainable consumer relationships in influencer marketing. Second, social connectedness had a significant positive effect on behavioral engagement, underscoring the need to strengthen connectedness to enhance engagement. Third, behavioral engagement positively impacted consumers' purchase intentions, suggesting that strategies aimed at increasing engagement are essential for stimulating consumer behavior. Fourth, behavioral engagement was found to mediate the relationship between social connectedness and consumer behavior, emphasizing the importance of implementing strategies that actively promote engagement to maximize marketing effectiveness.