Gender Differences in the Influence of Park Golf Club Choice Attributes on Purchase Satisfaction

The purposes of the present study were to delineate gender-specific variations in the choice attributes of park golf clubs and to provide insights for the strategic development for club manufacturers and marketing companies. Data were collected via convenience sampling from 184 park golf participants and subjected to exploratory factor analysis, regression analysis, and a general linear model incorporating dummy variables. These analytical methods were employed to investigate the relationship between choice attributes and purchase satisfaction from a gender-based perspective. The results revealed that the attributes of park golf club, particularly appearance/function and promotional/informational sources, significantly affected purchase satisfaction. Notably, the effect of appearance/function attributes on purchase satisfaction varied by gender. Male consumers prioritized the the functional aspects of the clubs, whereas female consumers placed greater importance on the overall experience and satisfaction derived from both appearance and functionality. However, no significant gender differences were observed regarding the influence of promotional/informational sources. These findings suggested the need of gender-specific strategies in the manufacturing and marketing of park golf clubs. It is crucial to enhance both the appearance and functionality of the clubs while improving information accessibility for targeted consumer groups, such as the elderly. In conclusion, to optimize purchase satisfaction for park golf clubs, it is essential to tailor product development and marketing strategies according to gender. This approach is anticipated to bolster competitiveness within the park golf market.