인터넷 골프쇼핑몰 소비자의 라이프스타일과 브랜드자산의 관계

The purpose of this study is to examine the effects of lifestyle types of internet golf shopping mall on brand equity. The research tool is questionnaire. Validity was confirmed through EFA(exploratory factor analysis). And then, the reliability was tested centering on the finally selected item. Except questionnaire that is judged to be inappropriate and to have no reliability, 443 copies were selected as the final valid sample, and then were processed by using Window SPSS 14.0 version. The statistical analysis technique was carried out factor analysis, correlation analysis, and multiful regression analysis. And, at this time, the significant level in all the statistical values was set to α=.05. The following are the conclusions of this study based on the research method and the data-analysis results in the above. First, the health-seeking, club-style, and traditional-oriented factors, which are lifestyle types in golf consumers, were indicated to have positive influence upon brand quality. Second, the bandwagon and club-style factors, which are lifestyle types in golf consumers, were indicated to have positive influence upon brand awareness.