A Study on the Relationship between Online Subscription Service Selection and Continuous Use of Generation MZ

Lee, Jong-Tak

doi:10.29279/jitr.2022.27.1.39

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“…골프의류와 관련된 선행연구들을 살펴보면, 브랜드 개성 (Kim et al, 2015;Shin & Lim, 2016), 구매선택기준 (Kim & Jang, 2006;Moon & Park, 2011), 소비성향 (Choi, 2018;Choi & Park, 2019) 등 골프의류 소비자행동을 규명하기 위한 연구가 대부분이며, 최근 들어서야 MZ세대를 중심으로 연구 (Lee et al, 2022;Nam & Yang, 2021)가 진행되기 시작했다. 하지만 젊은 골프인구를 중심으로 새로 운 매출 대안으로 떠오르고 있는 골프의류 렌탈서비스가 시장에서 확 산하고 있는 현시점에서, 이와 관련된 연구는 미비한 실정이다.…”

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A Study on the Prospects and Development of the Golf Apparel Rental Market Using Big Data Analysis

Lee¹,

Lee²

2023

Korean J Sport Sci

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PURPOSE The purpose of this study was to understand the current market trend for golf apparel rental services and to present basic data to revitalize the golf apparel rental service market and prepare continuous growth plans. METHODS The following keywords were selected for data collection: "golf wear + rental (렌탈)," "golf wear + rental (대여)," "golf apparel + rental (렌탈)," and "golf apparel + rental (대여).“ The analysis period was limited to two years and seven months from January 1, 2020 to July 31, 2022, when COVID-19 began. The analysis was focused on the top 60 keywords to simplify the network. RESULTS Various keywords were extracted through text mining, TF-IDF, connection centrality, emotional analysis, and semantic network analysis of big data analysis. These were then categorized into four factors: “golf apparel rental service,” “self-expression and authentication,” “sharing economy,” and “emotion.” CONCLUSIONS The results of this study show that young golfers are unreluctant and are generally positive in renting golf apparel. Therefore, if the growing paradigm of the consumption behavior of MZ-generation golfers is recognized and analyzed and the requirements are continuously satisfied through various strategies, there will be a higher possibility to help expand the golf apparel rental market.

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A Study on the Prospects and Development of the Golf Apparel Rental Market Using Big Data Analysis

Lee¹,

Lee²

2023

Korean J Sport Sci

View full text Add to dashboard Cite

show abstract

A Study on the Relationship between Online Subscription Service Selection and Continuous Use of Generation MZ

Cited by 1 publication

References 0 publications

A Study on the Prospects and Development of the Golf Apparel Rental Market Using Big Data Analysis

A Study on the Prospects and Development of the Golf Apparel Rental Market Using Big Data Analysis

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