The ever-increasing golf club market made difficult and brought confusion to most of amateur golfers to differentiate and choose suitable clubs for them. Therefore, the purpose of study was to examine how consumer confusion proneness affects consumer’s negative emotion, negative word of mouth, trust and decision postponement, during the process of purchasing golf clubs. 450 questionnaires were distributed to recreational golfers in 6 different golf-driving rages and 4 golf courses located in Seoul, Gyeonggi and Gangwon area with a return rate of 98.4% (n=443). Total of 432 questionnaires were used for data analyses with PASW 18.0 and AMOS 18.0. The results of the study are as follow. First, all of the subordinate factors of consumer confusion proneness had a significant effect on the consumer’s negative emotion. Second, consumer’s negative emotion had a significant effect on negative word of mouth. Third, consumer’s negative emotion had a significant effect on trust. Fourth, consumer’s negative emotion had no significant effect on purchase postponement.
The purpose of this study was to evaluate sports commentators’ public confidence by the difference between media recipients’ expected level on the public confidence and their perceived outcomes, and to investigate how such characteristics are perceived by media recipients. The questionnaires were given out to people in Seoul and Gyeonggi province, who have experience of having watched the 2014 FIFA World Cup Brazil. The samples were collected by snowball sampling method and a total of 218 questionnaires were chosen as final validity sample. For data analysis, frequency analysis, exploratory factor analysis, paired t-test, importance-performance analysis (IPA), PROXSCAL analysis, and a multiple regression analysis were done by using PASW 21.0. The derived results are as follows: First, according to results from IPA analysis, the Quadrant I is a status-quo area, which is inclusive of the professionalism of KBS and SBS commentators. The Quadrant Ⅱ is a concentrated effort-oriented area, which includes dynamics of KBS and SBS commentators, and professionalism and dynamics of MBS commentators. The Quadrant Ⅲ is an inferiority ranking area, which contains popularity of KBS and SBS commentators, and reliability of MBC commentators. The Quadrant Ⅳ is a rejection of overexertion area, which incorporates reliability of KBS and SBS commentators and popularity of MBC commentators. Second, according to results from MDS analysis in terms of the characteristics of public confidence, an order of KBS>SBS>MBC appeared in the fields of professionalism, reliability and dynamics, and an order of KBS>MBC>SBS appeared in popularity.
Purpose The purpose of this study was to identify how the three variables of consumer confusion proneness affect consumers' negative emotion, word of mouth, trust and decision postponement during the process of purchasing golf club. Futhermore, this study looked through the moderating effect of the personal characteristics in the relation between consumer confusion proneness and negative emotion. Method A total of 850 questionnaires were used for data analyses(i.e., frequency analysis, confirmatory factor analysis, structural equation modeling) with PASW 18.0 and AMOS 18.0. The results of the study are as follow. Results First, all of the subordinate factors of consumer confusion proneness had a significant effect on the consumer's negative emotion. Second, consumer's negative emotion had a significant effect on negative WOM. Third, consumer's negative emotion had no significant effect on distrust. Fourth, consumer's negative emotion had a significant effect on decision postponement. Fifth, the moderating role of negative effectivity partially had a significant influence in a relation ship between confusion proneness and negative emotion. Sixth, the moderating role of intolerance of uncertainty had a significant influence in a relation ship between confusion proneness and negative emotion. Conclusion The results of this study contributed to provide fundamental information on over all golf industry as in service providing point of view as well as development and application relate to it.
PURPOSE This study aimed to identify the decision-making process for consumers participating in sports centers based on an extended goal-directed behavior model (EMGB), and to provide empirical data for establishing effective operation strategies for sports centers, including additional risk perception of consumers during pandemic. METHODS A total of 446 surveys were used as the final sample. For data analysis, SPSS 21.0 and AMOS 21.0 were used for frequency analysis, correlation analysis, confirmatory factor analysis, and structural equation model analysis. RESULTS Except for hypothesis 2 and 9, all of the hypothesis were chosen. CONCLUSIONS The findings suggested that extended goal-oriented behavior models can increase consumers' cognitive and emotional factors through emotional aspirations, suggesting that a lower risk perception of COVID19 increases their desire to participate in sports centers, and provides academic fundamental data on how to increase and activate sports centers.
Purpose This study reviewed the seriousness of the Match-fixing through the mixed research methods of the big data analysis (quantitative) and the focus group interview (qualitative) using the keyword, ‘Match-fixing’ and discusses the cautious and comprehensive basic direction for coping with negative issues and preventing recurrence. Methods For the quantitative research method, Naver and Daum were used as the analysis channel and the main keywords selected for the data search were ‘Match-fixing’ and ‘Match-fixing+(measures/eradication/solution)’. The data collection period was limited from January 1, 2010 to December 31, 2016. In addition, for the qualitative research method, 6 homogeneous groups (experience, interest, knowledge) related to the research topic were constructed and interviewed using purposive(intentional) sampling. Results First, five factors (emotion, participant, cause, punishment, countermeasure) were categorized by big data analysis. Second, through Focus Croup interview, additional keywords for three factors (emotion, participant, countermeasure) were derived. Conclusions Therefore, it is required that various preventive measures such as emotional reward for negative emotion, preventive and ethical education, advancement of sports, establishment of Match fixing committee, Expert training are needed.
Purpose The purpose of this study is to grasp consumers' perception of badminton racket brand image using MDS and ISA. Methods To do this, we conducted questionnaires on those who participated in badminton and had experience of participating for 6 months or more in Seoul and Gyeonggi province from April 12 to 28, 2017, selected and analyzed a total of 313 copies as valid samples of this study. Results The results of study are as follows. First, as a result of MDS analysis, it showed that only the price of brand image attributes were in order of Trion > Joobong > Lining > Victor > Yonex, and the other attributes(Design, Functionality, Quality, Awareness, Advertising image, Event, Color, Popularity, Sophistication, Originality, Trust, Service) were in order of Yonex > Victor > Lining > Joobong > Trion. Second, as a result of ISA analysis, in I quadrant, Yonex showed functionality, quality, sophistication, and trust and Trion showed price, design, functionality and quality, Victor showed price, design, functionality, quality, color, sophistication, trust, service, and Joobong showed price, functionality, quality, and trust in this area. In quadrant Ⅱ as concentrated area, Yonex showed price and service, Trion showed color, trust, service, Victor showed price, Lining showed trust and service, and Joobong showed service in this area. In quadrant Ⅲ as low rank, Yonex showed advertising image, event, Trion showed awareness, advertising image, event, popularity, sophistication, originality, Victor showed advertising image, event, popularity, originality, Lining showed awareness, advertising image, event, popularity, originality, and Joobong showed design, advertising image, color, popularity, sophistication in this area. In quadrant IV as excess avoidance, Yonex showed design, awareness, color, popularity, originality, Victor showed awareness, Joobong showed awareness, event, originality in this area.
