SNS를 활용한 골프마케팅이 기업이미지와 구매의도에 미치는 영향

Abstract

The purpose of this study is to examine the impact of social network service (SNS)-based golf marketing on corporate image and purchasing intention so that it can provide the basic data necessary to establish a golf marketing strategy using SNS that makes golf companies build a close and a long-term relationship with customers. To attain the objective, this study set as population those who have more than 6 m onths o f golfing experience and have a ccess t o SNS on a daily b asis. A t otal o f 280 questionnaires were collected. The collected data were processed with SPSS (Ver. 22.0) statistics program for frequency analysis, factor analysis, correlation analysis, and multiple regression analysis. The findings are as follows. First, the characteristics of SNS had a significant impact on corporate image. Reliability and access convenience had a relative impact on marketing in the order while reliability had an impact on social behavior. Second, the characteristics of SNS had a significant impact on purchasing intention. Reliability, access convenience, and interactivity had a relative impact on purchasing intention. Third, corporate image had a significant impact on purchasing intention. Marketing and social contribution had a relative impact on purchasing intention in the order. In conclusion, it turned out that SNS-based golf marketing has a significant impact on corporate image and purchasing intention.