프로 골퍼와 일반 골퍼의 드라이버 구매결정 요인 및 브랜드자산 인식이 구매만족과 구매 후 행동에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine purchasing decision factors for golf drivers, awareness of the brand equity, purchase satisfaction and post-purchase behavior between amateur and professional golfers to provide practical marketing ideas for the practitioners in the golf equipment industry. For this purpose, independent t-test, one-way ANOVA, and multiple regression analysis were used with a total of 341 questionnaires. The findings of data analyses indicated that significant differences were found between amateur and professional golfers for all examined factors, such as awareness of the brand equity and post-purchase behavior, except the intangible purchase satisfaction.