earticle

영어

This study analyzes the golf wear selection attributes of the MZ generation with the purpose of defining the difference in such attributes according to sex. As a result, the following conclusion was drawn using data from 43 people selected through the objective sampling method. First, the MZ generation showed the highest preference for color and pattern among the selection attribute factors when purchasing golf wear, followed by design, fit, and functionality. And in design, color and pattern factors, the female MZ generation showed a relatively high preference tendency compared to the male MZ generation. Second, among the factors by which the MZ generation chose to purchase golf wear, they gave a relatively high weight to functionality, fit, and brand value. Based on these results, golf wear marketing for the MZ generation should emphasize the differentiation of design, color and pattern and at the same time employ a strategy that can highlight the functionality and fit of golf wear. A final conclusion was drawn that golf wear attributes focusing on lifestyle type golf wear can increase purchase intentions for the MZ generation.