earticle

영어

This study was conducted in order to create profiles of indoor golf users based on their lifestyle and socio-demographic characteristics and to verify the difference between service satisfaction and experience of flow according to users’ profile. The study used the survey data from 288 indoor golf users for analysis. Data analysis was conducted using SPSS 18.0 and, according to the purpose of the study, applied various analysis including factor analysis, reliability analysis, frequency analysis, cluster analysis, cross-analysis, and analysis of variance (ANOVA). When significant differences are found between groups after ANOVA, Tukey’s HSD post-hoc test was conducted. First, four profiles were created based on lifestyle and socio-demographic characteristics; they are achievement and tradition, achievement and trend, tradition oriented, achievement oriented. Second, according to service satisfaction based on the profiles, significant difference was found between facility service and cost. Third, in terms of differences in experience of flow, significant difference was found among four sub-factors. These results are meaningful in that they provide strategies for marketing usage through creating profiles of indoor golf users.