Relations of Need-for-Touch, Experiential Values and Online-Purchase Experience for Golf Equipment
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The purpose of this study was to investigate the effect of NFT on experiential value and online-purchase experience, and the role of experiential value in NFT and online-purchase experience in golf equipment consumers. In this study, nationwide amateur golfers were chosen as a population, and 200 questionnaires were distributed to 8 golf courses in Seoul and Kyunggi Province using the convenience sampling method of nonprobability sampling methods. The 193 questionnaires that had been returned were analyzed except for unreliable responses. Statistical testing analysis was conducted using G*Power 3.0 s/w to calculate the minimum sample number required for PLS analysis and to confirm the appropriateness of the sample number. The researchers directly visited the sites and conducted the survey, which was completed using a self-administrated method. For data processing, SmartPLS 2.0 program was used to measure validity and reliability, correlation by factor, and the path coefficient. As a result, the following results were obtained. First, no direct effect of the perceived motive of NFT on online-purchase experience was shown. It was shown to be mediated by utilitarian values. Second, in an online purchase of golf equipment, the experiential value of consumers, that is, both hedonic values and utilitarian values were shown to positively influence online purchase experience. Third, in an online purchase of golf equipment, the perceived motive of consumers was shown to influence online purchase experience only via hedonic values and utilitarian values, which confirmed that the experiential value of consumers was very important.
Abstract
The purpose of this study was to investigate the effect of NFT on experiential value and online-purchase experience, and the role of experiential value in NFT and online-purchase experience in golf equipment consumers. In this study, nationwide amateur golfers were chosen as a population, and 200 questionnaires were distributed to 8 golf courses in Seoul and Kyunggi Province using the convenience sampling method of nonprobability sampling methods. The 193 questionnaires that had been returned were analyzed except for unreliable responses. Statistical testing analysis was conducted using G*Power 3.0 s/w to calculate the minimum sample number required for PLS analysis and to confirm the appropriateness of the sample number. The researchers directly visited the sites and conducted the survey, which was completed using a self-administrated method. For data processing, SmartPLS 2.0 program was used to measure validity and reliability, correlation by factor, and the path coefficient. As a result, the following results were obtained. First, no direct effect of the perceived motive of NFT on online-purchase experience was shown. It was shown to be mediated by utilitarian values. Second, in an online purchase of golf equipment, the experiential value of consumers, that is, both hedonic values and utilitarian values were shown to positively influence online purchase experience. Third, in an online purchase of golf equipment, the perceived motive of consumers was shown to influence online purchase experience only via hedonic values and utilitarian values, which confirmed that the experiential value of consumers was very important.
참고문헌 (20)
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