골프클럽 브랜드 신뢰, 품질보증, 지각된 정보의 양이 위험지각, 품질지각, 브랜드 충성도에 미치는 영향

The purpose of this study was to examine the effect of brand trust, quality warranty and perceived amount of information on perceived risk, perceived quality and brand loyalty in purchasing golf clubs. For these purposes, 324 golf club consumers participated in 7 golf driving ranges located in A metropolitan city responded by using the convenience sampling method. For data analysis, frequency analysis, factor analysis, and structure equation modeling were done by using SPSS 12.0 and AMOS 4.0 for windows. The following results were obtained：First, golf club consumers' brand trust has a significant negative effect on perceived risk and has a positive effect on perceived quality. Second, quality warranty has a significant positive effect on perceived quality but has no significant effect on perceived risk. Third, perceived amount of information has positive effects on perceived risk and perceived quality. Fourth, customers' perceived risk has a significant negative effect on perceived quality and perceived risk and quality have a positive effect on brand loyalty.