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.
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 explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
The current study aimed to investigate the impact of relationship marketing on sport consumer behaviors using meta-analytic techniques. Findings from 18 dissertations and 17 journal articles were used to test the relationship marketing and various sport consumer behaviors via the comprehensive meta analysis (CMA) program. Results showed that consumer orientation positively affected purchasing behavior of consumer. On the other hand, sport consumer behavior was not influenced by price. The relationship marketing factors had a most positive effect on, in order of, preference, reliability, and satisfaction. Results didn't find significant moderating evidence for sport facility types, publication types, publication year, the ratio of male and respondents'age.
PURPOSE This study first investigated how different types of sport team logos (emblem vs. mascot) influence consumer behavior through warmth and competence and then examined the moderating effects of consumer characteristics (gender) and contextual cues (perceived competence) on these relationships. METHODS A nationwide sample of adults age 20 was selected using quota random sampling based on gender. A 2 (logo type: emblem vs. mascot) × 2 (gender) × 2 (contextual cue: high competence vs. low competence) experimental design was employed, with participants randomly assigned to each group. Confirmatory factor analysis (CFA) with Mplus 8 was employed to assess the measurement model’s reliability and validity, and hypothesis testing was conducted through structural equation modeling (SEM), measurement invariance tests, and multigroup SEM analysis. RESULTS Findings indicate that anthropomorphized mascot logos, compared to emblem logos, generate more positive attitudes and psychological responses (warmth and competence) to the team. Gender’s moderating effect on the relationship between logo type and consumer perceptions (warmth and competence) was not significant, but contextual cues’ moderating effect was partially significant. CONCLUSIONS This study highlights of perceived warmth and competence’s crucial role in shaping consumer attitudes toward sports teams through logo design. These findings offer meaningful insights for sports teams and marketers to optimize branding strategies and enhance fan engagement.
The current study aimed to investigate the impact of SERVQUAL on sport consumer behaviors using meta-analytic techniques. Findings from 25 dissertations and 26 journal articles were used to test of a model of the SERVQUAL on various sport consumer behaviors via the comprehensive meta analysis (CMA) program. Results showed that SERVQUAL has a large effect on sport consumer behaviors, with a fixed effect size of .383. In terms of the relative importance of the SERVQUAL sub-factors, sport consumer behaviors were influenced most by empathy, followed by reliability and tangibles. In predicting sport consumer behaviors, SERVQUAL had a most positive effect on, in order of, loyalty, customer orientation, and commitment. Results also found significant moderating evidence for sport facility types, publication types, publication year, the ratio of male and respondents' age.
PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions. METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43), and an expert evaluation. The identified items were subjected to exploratory factor analysis (n=248) and confirmatory factor analysis (n=285). In addition, multiple regressions were conducted to examine the criterion validity of the scale. RESULTS The results showed that the brand authenticity scale for professional sport teams consists of 42 items representing 8 dimensions: continuity, originality, quality commitment, heritage, symbolism, credibility, stakeholder-related integrity, and consumer-related integrity. The study has proven evidences of internal consistency and convergent, discriminant, and criterion validity of the scale. CONCLUSIONS The findings suggest that the scale developed in this study offers a vital foundation to understand the structure of brand authenticity in the context of sport fans and its impact on sport consumer behavior.
Purpose Sport has become a popular platform for corporate social responsibility (CSR) campaigns. Growing numbers of athletes, teams, and organizations are engaging in CSR campaigns to promote awareness and behaviors to support CSR campaigns addressing pressing social issues (e.g., disease prevention, health promotion, etc.). However, much of the previous work has focused on whether such initiatives benefit the organization, but not the community. The present paper provides theoretical explanations on the psychological mechanism that can demonstrate how consumers respond to CSR campaigns initiated by a sport organization. Method In particular, existing literatures in moral psychology and CSR have been reviewed to identify an explanatory mechanism that promote prosocial behavior among sport consumers. Results The present paper posits that moral emotion is a central processing mechanism explaining the link between CSR and socially responsible behaviors in consumers. The paper also provides a theoretical account to explain how moral emotions are evoked in the CSR context and how they can prompt prosocial behaviors. Conclusion This paper adds to the literature by answering the call for the need to understand underlying mechanisms linking CSR with positive social outcomes (cf. Aguinis & Glavas, 2012).
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.
The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is 'NH Nonghyup' a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.
