골프클럽에 대한 보증의 신뢰성과 주관적 지식이 구전의도에 미치는 영향

This study is aimed to analyze the influences of the warranty reliability and subjective knowledge towards the golf clubs that golf consumers purchase and currently use on the word-of-mouth intention through the quality perception and repurchase intention. For this, 190 samples were selected from customers who are members of 4 golf training centers respectively located in Seoul and Gyunggi-do based on the convenient sampling method, one of nonprobability sampling. Data analysis was made by the use of SPSS Ver. 12.0, performing the frequency analysis, reliability analysis, correlation analysis, and factor analysis. And in order to verify the research model, AMOS 4.0 was utilized to analyze the structure equation model. According to such research method and procedure, the following conclusions were drawn out. Firstly, it was concluded that the warranty reliability of the gold club shows the positive effect on the quality perception. Secondly, the subjective knowledge towards the golf club makes the positive effect on the quality perception. Third, the quality perception towards the golf club makes the positive influence on the repurchase intention. Fourth, the intension of the golf club repurchase makes the positive influences on the mouth intention