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SNS를 활용한 골프마케팅이 기업이미지와 구매의도에 미치는 영향The Impact of Social Network Service Golf Marketing to Corporate Image and Purchasing Intention

Other Titles
The Impact of Social Network Service Golf Marketing to Corporate Image and Purchasing Intention
Authors
강노을김선주이상일
Issue Date
Dec-2016
Publisher
한국체육과학회
Keywords
Social Network Service; Corporate Image; Purchasing Intention
Citation
한국체육과학회지, v.25, no.6, pp.623 - 636
Journal Title
한국체육과학회지
Volume
25
Number
6
Start Page
623
End Page
636
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/9313
ISSN
1226-0258
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.
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