ScholarWorks@중앙대학교

초록

[Purpose] The purpose of this study was to analyze the effects of golf course facility satisfaction and golf experience satisfaction of MZ generation, who are leading the rapid increase in the recent golf population, on their golf continuance intention. [Method] A survey was conducted on 340 people in the MZ generation through an online survey, and the hypothesis was verified using Hayes' method. [Result] First, golf course facility satisfaction had a positive effect on golf experience satisfaction. Second, while controlling for golf course facility satisfaction, golf experience satisfaction had a positive effect on golf continuance intention. As a result of verifying the significance of the indirect effect using the bootstrapping method, it was confirmed that golf experience satisfaction mediates the effect of golf course facility satisfaction on golf continuance intention. [Conclusion] The results of this study confirmed the importance of the golf continuance intention in order to continue the growth of the golf industry, which is expected to shrink somewhat after the Covid-19 crisis, and discussed ways to increase golfers' facility satisfaction and experience satisfaction.

키워드