The purpose of this study was to establish a differentiated marketing strategy by examining relationship among golfer''s image attribute, relationship quality and advertising effect targeting galleries who visit golf course for watching professional golf game, and by analyzing mediating effect of relationship quality between golfers'' image attribute and advertising effect.
The survey subjects of this study were carried out targeting galleries who directly visited Jack Nicklaus golf club, Maestro C.C, Golden Bay C.C, and Island C.C in order to watch professional golf games for 「2013 KPGA, The 29th Shinhan Donghae Open」, 「2013 Munsing Match Play Championship」, 「KLPGA Hanwha Financial Classic 2013」, and 「Metlife Hankyung, The 35th KLPGA Championship」. A sampling method was made random sampling targeting galleries by utilizing probability sampling. Questionnaire was allowed to be prepared through self-administration. This questionnaire survey was conducted questionnaire together with 10 surveyors who were educated in advance of including this researcher at 2013 professional golf tournament. It randomly sampled 300 people by 150 people at 2 tournaments, respectively, of KPGA and KLPGA professional golf tournaments, and extracted totally 600 pieces of samples, respectively. Given the data analysis, it examined questionnaire and then used 552 copies except 48 copies of questionnaire with insincere response or omission.
To examine composition of data, the basic analysis was carried out frequency analysis. To examine how accurately a concept necessary for verifying hypothesis is being measured, reliability and validity were examined.
First of all, it confirmed reliability for confirming that the major concept, which was defined in order to be appropriate for research, is single dimension, namely, internal consistency by using reliability coefficient(cronbach''s ). To verify construct validity, EFA(exploratory factor analysis) was carried out. To verify suitability index of measurement model by research unit as for factors of having been extracted through the primary exploratory factor analysis, CFA(confirmatory factor analysis) was carried out by utilizing AMOS 16.0.
Also, to analyze difference in golfer''s image attribute, relationship quality, and advertising effect according to demographic characteristics of professional golf galleries, descriptive statistical analysis was carried out by utilizing SPSS 18.0 Window Version. Scheffe''s post-test was carried out as for variable of having group-based difference. And correlation coefficient was obtained in order to analyze relationship among measured variables. Finally, it confirmed verification of suitability in a model by utilizing AMOS 16.0 and then conducted verification on individual hypothesis. To examine direct and indirect effects, the verification of mediating effect on relationship quality was performed.
The following are the results on research hypotheses.
Hypothesis 1 The outcome of empirical analysis was adopted on hypothesis 1 as saying that ''golfer''s image attribute will have significant influence upon relationship quality.''
Hypothesis 2 The outcome of empirical analysis was rejected on hypothesis 2 as saying that ''golfer''s image attribute will have significant influence upon advertising effect.''
Hypothesis 3 The outcome of empirical analysis was adopted on hypothesis 3 as saying that ''relationship quality will have significant influence upon advertising effect.''
Hypothesis 4 ''Relationship quality in relationship between golfer''s image attribute and advertising effect'' was indicated to have perfect mediating effect.