The relationship between emotional consumption value, relative deprivation, conspicuous consumption tendency, and golf satisfaction among MZ generation golf participants

This study aims to identify the factors contributing to the rapid increase in MZ generation participation in golf, and to examine the relationships among relative deprivation, emotional consumption value, conspicuous consumption tendency, and golf satisfaction. A total of 350 surveys were distributed for this purpose, and after excluding 7 inappropriate responses, 343 were granted as final valid sample. Analysis was conducted using PASW 18.0 and AMOS 18.0, involving frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis. The following results were obtained: First, emotional value (symbolism, hedonic, aesthetics) positively influences conspicuous consumption tendency. Second, relative deprivation positively influences conspicuous consumption tendency. Third, conspicuous consumption tendency positively influences golf satisfaction.