SNS를 활용한 골프브랜드 마케팅 활동이 기업이미지 및 구매의도에 미치는 영향

초록

[Purpose] The object of this study is on discovering relations among golfer’s SNS marketing, corporate image and purchase intention. [Method] To achieve this goal, we wet amateur golfers using SNS with an experience in golf more than a tiar as a population, and used survey data about total 288 people in analysis through simple-random-sampling. Analyzing data with using SPSS 23.0 and AMOS 23.0, we made following conclusion. [Result] First, it appears to be appropriate to verify the relationship between SNS marketing, corporate image and intention to purchase, using the research model established in this study. Second, SNS marketing seems to affect corporate image, and SNS marketing seems to indirectly affect intention to purchase, with the corporate image as the intervening variable. Third, corporate image has appeared to influence intention to purchase. [Conclusion] In order to make efficient and effective brand marketing, it is necessary to use SNS to carry out continuous and consistent activities and to consider marketing methods that can secure product competitiveness in various aspects.

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