IPA 기법을 활용한 프로골퍼의 골프클럽 선택속성에 관한 연구

초록

Purpose: The purpose of this study is to identify the factors that professional golfers prioritize when purchasing golf clubs and assess the relationship between importance and satisfaction in golf club selection attributes using the IPA technique. Method: The study involved a sample of 66 professional golfers, ranging in age from their teens to their forties, who had experience purchasing golf clubs. Data collected from survey responses were analyzed using SPSS 21.0. Frequency analysis was conducted to process the collected data, and a paired t-test was performed to determine perceptual differences in golf club selection attributes. The IPA technique was applied to identify the attributes that professional golfers consider important when selecting golf clubs and to evaluate their satisfaction post-purchase. Results: The results of the analysis are as follows: Firstly, in terms of golf club selection attributes, the importance was ranked as quality, design, brand, trend, evaluation, and price. Meanwhile, satisfaction was ranked as quality, design, brand, trend, price, and evaluation. Secondly, a paired t-test was conducted to analyze the importance and satisfaction levels of the 14 sub-factors within the five attributes of golf club selection. The results indicated significant differences in the sub-factors of distance, forgiveness, shaft, and recommendation from acquaintances. Thirdly, the attributes analyzed in the quadrant of high importance, and high satisfaction included shaft, forgiveness, distance, head shape, recommendation from experts, brand recognition, and elegance. Fourthly, the attribute analyzed in the low importance, high satisfaction quadrant was brand image. Fifthly, the attributes analyzed in the quadrant of low importance and low satisfaction were color, usage by star players, no-sale policy, high price, online reviews, and recommendations by acquaintances. Lastly, the quadrant of high importance and low satisfaction did not have any corresponding attributes. Conclusion: Professional golfers prioritize the functional aspects that enhance their performance and the shape of the club head when choosing golf clubs, placing less emphasis on price. They also derive high levels of satisfaction from these clubs. Therefore, golf club sales companies should adopt high-end marketing strategies while focusing on technological advancements to improve golf club functionality. This study can provide valuable information not only for golf club sales companies but also for professional and amateur golfers who are interested in selecting golf clubs.

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