스크린 골프의 몰입 기반 서비스 경험이 소비자 재이용 의도에 미치는 영향: 지각된 가치과 브랜드 충성도 이중 매개 효과 분석

Screen golf has recently gained explosive popularity in the domestic leisure sports market thanks to technological advancements and increased convenience, leading to a rapid increase in both the number of users and the number of facilities. This study aimed to empirically analyze the impact of screen golf users' sense of presence on their repurchase intentions, mediated by perceived value and brand loyalty. To this end, an online survey was conducted with 225 domestic adult screen golf users in the second quarter of 2025, and the mediating effects were verified using structural equation modeling and bootstrapping. The results revealed that presence had a significant positive effect on perceived value and repurchase intentions, but the direct effect of presence on brand loyalty was not statistically significant. Instead, the double mediation path linking presence to brand loyalty and repurchase intentions via perceived value, as well as the path linking presence to repurchase intentions via perceived value, were both significant. In contrast, the path linking presence directly to repurchase intentions via brand loyalty was insignificant. This study suggests that immersive experiences not only directly influence user behavior, but also indirectly influence value assessment and attitude formation, thereby providing theoretical and practical implications for brand strategy and customer experience innovation in the screen golf and digital sports industries.