The Influence of MZ Generation’s pursuit Benefits in Golf Apparel on Purchase Satisfaction, Brand Loyalty, and Purchase Intention

The purpose of this study was to specifically investigate the impact of the golf apparel pursuit benefits of the MZ generation on their purchase satisfaction, brand loyalty, and purchase intention. The study surveyed 256 valid samples of MZ generation individuals in their 20s and 30s who had purchased golf apparel within the past year. SPSS ver. 21.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The key findings are as follows: First, pursuit of individuality, famous brands, trendiness, and practicality in golf apparel had a positive impact on purchase satisfaction, excluding the pursuit of economic benefits. Second, in examining the impact on brand loyalty, all factors except the pursuit of economic benefits were found to have a significant influence. Third, regarding the impact on purchase intention, the four factors of pursuit of individuality, famous brands, trendiness, and practicality were found to influence purchase intention. This study has significance in that it provides strategic implications for golf apparel brands to gain a competitive advantage in the market by identifying the benefits that actual consumers, especially the MZ generation who are leading the golf apparel market, expect and seek when purchasing clothing.