The decision-making process of golf content viewers using the AIDMA model and goal-oriented behavior model(MGB)

This study attempted to examine the significance by applying the AIDMA model and the goal-oriented behavior model(MGB) which can increase the explained variance of golf content viewer&quots decision-making process higher, and provide empirical basic data for systematic and efficient strategy establishment by providing appropriate implications. Based on the 2021 Korean golf index evidence, 501 participants who had experience watching golf content through new media were selected from April 1 to May 31, 2023 among the golf active population of five indoor and outdoor golf courses located in the Seoul-Gyeonggi area. SPSS 26.0 ver. and AMOS 23.0 ver. were used for data processing, and frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis were conducted. The results of the study are as follows. The Attention in the AIDMA model has been found to have a positive effect on Interest. The Interest in the AIDMA model has been found not to have a positive effect on Desire. The Desire in the AIDMA model has been found to have a positive effect on Memory. The Memory in the AIDMA model has been found to have a positive effect on Action. Attitude in the Model of Goal-Directed Behavior(MGB), subjective norms, positive and negative anticipated emotions, and perceived behavioral control have been found to have a positive effect on Desire. Desire in the Model of Goal-Directed Behavior(MGB) has been found not to have a positive effect on Action.