골프연습장 마케팅 믹스 7P가 소비자의 경험적 가치와 재등록 의도에 미치는 영향

Abstract

The purpose of this study was to analyze the impact of the marketing mix 7P of golf practice ranges on consumers’ experiential value and re-registration intention, and to examine differences between the MZ generation and older generation. Data were collected from 800 adults aged 20 years or older who had used a golf practice range within the past six months, using quota sampling. The data were analyzed using M-plus 8. Confirmatory factor analysis was conducted to evaluate the reliability and validity of the measurement model, and structural equation modeling was performed to test the hypotheses. The results are as follows: First, product, price, place, and physical evidence among the marketing mix factors positively influenced functional value. Second, people and physical evidence among the marketing mix factors positively influenced hedonic value. Third, both functional and hedonic values positively influenced re-registration intention. Fourth, the impact of functional value on re-registration intention was greater for the MZ generation than for the older generation. Fifth, the impact of hedonic value on re-registration intention was statistically significant for the older generation but not significant for the MZ generation. In summary, this study confirms that the marketing mix 7P differentially influences the formation of experiential value, and highlights theoretical contributions by analyzing the generational differences in the relationship between functional and hedonic value and re-registrationt intention. Based on the findings, it suggests that marketing strategies for golf practice ranges should differentiate functional and hedonic elements according to generational characteristics. Keywords: Golf Practice Range, Marketing Mix 7P, Experiential Value, Re-registration Intention, MZ Generation, Older Generation