earticle

영어

The purpose of this study is to determine the impact of perceived value of a golf brand on selection attributes and loyalty among Chinese amateur golfers. To achieve this research objective, 600 male and female amateur golfers from Shandong Province, China were sampled. However, excluding 93 insincere respondents, a total of 507 people were used as final research data. The research tool was a questionnaire, which was modified and used for the purpose of this study based on a questionnaire that had been verified for validity and reliability in previous studies. The collected data were subjected to frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis according to the purpose of analysis using SPSS 20.0 program. The goals obtained through this process are as follows. First, the perceived value of the golf brand among Chinese amateur golfers was found to partially affect the selection attributes. Second, the perceived value of the golf brand among Chinese amateur golfers was found to partially affect loyalty. Third, Chinese amateur golfers’ golf brand selection attributes were found to partially affect loyalty.