This study aimed to examine the relations of selection of golf media, motivation for use, and consumption behavior of golf participants. As the golf participants are continuously increasing, the objective of this study is to provide the basic data necessary for the continuous development of golf-related industry as a basic research essential for the vitalizations of the industry.
This study conducted a survey targeting the adult golf participants residing in G metropolitan city, from July 1st to July 30th 2019, and then finally analyzed total 331 questionnaires. Using the SPSS Ver. 22.0 Program for the dataprocessing, the frequency analysis was conducted to understand the demographic characteristics of the research subjects. To verify the validity and reliability of the research tool, the factor analysis was performed. In order to understand the relation between each variable, the correlation analysis was conducted. The multiple regression analysis was performed to judge the effects, and based on the drawn results, the conclusions were obtained as follows.
First, in the selection of media and motivation for use, the motivation for obtaining information was a lot influenced by TV medium while the motivation for entertainment was a lot influenced by internet medium. The acquisition of information through TV medium is highly shown because many consumers could select the information they need by using the internet, cable TV with golf channels, and the existing terrestial TV, and also watch IPTV that could be watched again anytime. The huge influence of internet medium on the motivation for entertainment means such active activities related to golf through internet websites and mobile internet. Thus, as the utilization of TV medium and internet medium is very important for the increase, maintenance, and satisfaction of golf participants, the marketing strategies should be established.
Second, in the selection of media and consumption behavior, the internet medium had great influence on the goods consumption and media consumption while the TV medium had the biggest influence on the place consumption. It would be necessary to establish the multilateral strategies for the online purchase and the acquisition of information about goods through internet, and also to promote the golf courses and driving ranges in golf-related broadcastings through TV medium. In other words, there should be a strategy to more diversify and expansively apply the approaches to each area of golf industry.
Third, in the influence of motivation for use on the consumption behavior, the motivation for entertainment had great influence on all the factors such as goods consumption, place consumption, and media consumption. This shows that the people who aim to spend leisure and also to have pleasure through golf show the higher consumption behavior than the people who aim to get information about golf. It seems to be such a natural result that the people who aim to actually enjoy golf show the higher consumption behavior than the consumers who aim to simply obtain information. Therefore, there should be more subdivided researches on the information search for the motivation for entertainment.