원문정보
Analysis of Brand Image on Golf Wear Purchasing Behavior in 20’s Golfer : Focusing on the Moderating Effect of Gender
초록
영어
In this Research, as a part of a proposal to increase the purchase rate of golf wear in their twenties among the 2030 generation, which is currently leading the golf wear market, this study identifies the influence of brand image on purchasing behavior and then can influence gender. It was identified through the moderating effect. The results are as follows. First, it is confirmed that factor 1 of brand image has a significant positive influence on purchasing behavior. Second, there is a moderating effect according to gender in the influence that brand image has on purchasing behavior. In conclusion, increasing buying behavior in your 20s. One of the brand images is the need to strengthen your marketing strategy, but it's there. However, the following suggestions are made to help the research under way.
목차
Ⅰ. 서론
Ⅱ. 연구방법
1. 연구대상
2. 조사도구
3. 자료처리
Ⅲ. 결과
1. 브랜드이미지가 구매행동에 미치는 영향
2. 성별에 따른 조절효과 검증
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
키워드
- Brand image
- Golf wear
- Purchasing behavior
- 20’s golfer
- Moderating effect