高爾夫服飾消費偏好之研究

Abstract

論文的研究主軸聚焦在「高爾夫服飾消費偏好」，高爾夫運動近幾年有向下紮根且年輕化的普及現象。高爾夫服飾消費偏好也和以往有所不同，值得進一步分析探討。本研究以訪談與問卷分析做為研究方法，擬透過研究深入瞭解這類熱愛小白球的族群，其消費習性與偏好會受哪些因子影響？提出各種假說來交叉驗證。研究發現高爾夫球族群的消費者習性都非常認同『時尚』很重要。

This thesis explores consumer preferences on golf apparel. In recent years, golf has penetrated into younger generation and become popular. The consumptionpreference of golf apparel is also different from the past. It is worthy of further analysis and discussion. This study adopts interviews and questionnaire analysis as research methods. This thesis seeks to deeply understand the consumption behavior and preferences of active golf players. Several hypotheses are developed and examined empirically. The research found that the consumers in the golf group all agree that “fashion” is very important.