골프 방송 시청이 일반인 골퍼의 스포츠태도 및 구매의도에 미치는 영향

초록

This study has the purpose to induce motivation for direct participation from indirect participation as golf programs, which were formed centering on not only relay broadcasting of golf games but also centering on general public, are increased continuously and to have direct participants form bigger interests. Therefore, in order to find out what impacts does viewing golf relay broadcasting provide on sport attitude about golf and intention of purchasing goods with the objects of general public, questionnaire survey was conducted with the objects of total 520 people of each 260 people of men and women using cluster random sampling method after selecting among men and women of the general public who visit indoor and outdoor golf driving ranges located in Gyeonggi-Do as of year 2005. Total 396 questionnaires after excluding 14 insincere questionnaires out of recovered 410 (78.85%) questionnaires were used in this study. First, as the results of examining difference of sport attitude according to viewing quantity of golf relay broadcasting, as viewing quantity of golf relay broadcasting is bigger, it was appeared that level of sport attitude about golf was high. Second, as the results of examining impacts of viewing quantity golf relay on sport attitude, it was found out that definitive value provides more impacts than perceived value or behavioral value. Third, as the results of examining impacts of viewing quantity of golf relay broadcasting on intentions of purchasing golf goods, it was noticed that weekday viewing quantity provides more bigger impacts on intention of purchasing golf goods than weekend viewing quantity.

키워드