초록 열기/닫기 버튼
This study was conducted to empirically identify the relationship between regulatory focus theory and golf club selection propensity for golf club consumers, and to utilize psychological structures in golf consumer's consumption attitudes for marketing. To this end, meaningful results were derived through the theoretical basis and research methods and procedures, and the following conclusions were obtained based on these results. First, in the relation between regulatory focus theory and functionality, both factors of regulatory focus tendency, promotion focus and prevention focus, were related to functionality. appeared to be influential. Second, in the relation between regulatory focus disposition and price, regulatory focus propensity and symbolism, regulatory focus theory and brand dependence, only defensive focus was found to have a positive effect.
키워드열기/닫기 버튼
Golf, Golf Club, Regulatory Focus Propensity, Selection Propensity
