파크골프 참여동기와 소비행동 간의 관계 : 정보탐색행동의 조절효과 분석

초록

This study aimed to highlight the importance of information-seeking behavior among park golf participants and to encourage rational consumption behavior by examining their participation motives. To achieve this, data were collected from 239 adult men and women utilizing park golf courses located in Seoul and Gyeonggi Province. The analysis produced the following findings: First, in the relationship between participation motives and consumption behavior, amotivation was found to have a significant effect on conspicuousness/fashion and rationality/reason. Additionally, intrinsic motivation was also found to significantly influence rationality/reason in consumption behavior. Second, concerning the moderating effect of information-seeking behavior in the relationship between participation motives and consumption behavior, the influence of intrinsic motivation on rationality/reason was significant. Furthermore, it was confirmed that participants with high information-seeking behavior exhibited a relatively stronger impact of intrinsic motivation on consumption behavior compared to those with low information-seeking behavior.

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