earticle

영어

The purpose of this study was twofold：a) to cluster Korean recreational golfers into homogeneous groups who have similar characteristics and b) to define the segments obtained on the basis of recreational golfers' evaluation toward attributes of golf clubs and demographic profiles. Through a focus group interview, a total of 21 items were generated and used to develop a survey questionnaire：recreational golfers' evaluation of attributes toward purchasing golf clubs(12 items) and demographics(9 items). A total of 202 usable data were conveniently collected from five different golf ranges in Korea. Multiple steps were taken to analyze the data：an exploratory factor analysis to explain the 12 items in evaluation of attributes toward purchasing golf clubs in terms of their common underlying dimensions; a cluster analysis to segment Korean recreational golfers based on the identified factor groupings; and a discriminant analysis and a cross－tabulation analysis to determine any significant segment descriptors among the identified factors and the demographic variables. The results of a factor analysis produced a solution of four factors with eigenvalues greater than unity：a) function, b) appearance, c) brand reputation, and d) price. Through the two types of cluster analyses, a four－cluster solution was identified：cluster 1(n＝35), cluster 2(n＝39), cluster 3(n＝28), and cluster 4(n＝100). Then, a multiple discriminant analysis was performed on the four clusters in order to identify which attitude dimension(s) best discriminated among the four clusters. In results, the three functions accounted for 38.5 %, 37.1%, and 24.4%, respectively, of the variance in the attitude factors. Lastly, the demographic profile for each cluster was identified using a cross－tabulation analysis. The Chi－square statistics were used to determine whether there were any statistically significant differences among the three segments. In results, there were statistically significant differences in the four demographic variables at the significant level of .05：gender, number of playing golf, average scores, and spending for golf.

한국어

본 연구는 골프클럽 구매 시 선택결정요인에 따라 국내 골프클럽 시장을 세분화하는데 목적이 있다. 총 202명 응답자로부터 획득한 데이터를 다단계 통계절차를 통하여 다음 결과를 도출하였다. 1단계：12개의 골프클럽 선택결정변인을 요인분석을 실행하여 네 가지 하위요인을 추출하였다. 2단계：하위요인을 바탕으로 군집분석을 통하여 네 개의 군집들로 분류할 수 있었고, 3단계：다중판별분석을 통해 12개의 선택결정변인들이 네 군집들을 얼마나 정확하게 판별하는가를 살펴보았으며, 4단계：교차분석과 카이제곱 검정을 이용하여 군집 간의 인구통계학적, 참여행태적 변인의 차이를 조사하였다. 그 결과 군집들의 성향과 특징에 따라 군집별 의미를 부여하였다. 이는 골프클럽 시장의 적절한 목표시장을 결정하기 위한 유용한 정보로 사용될 수 있을 것이다.