The Relationship between the Consumer Value and the Continued Participation Intention of Chinese Screen Golf Participants

The purpose of this study is to investigate the relationship between consumption value and continuous participation intention of Chinese screen golf participants by applying the technology acceptance model. To achieve this research purpose, this study selected 500 adults aged 20 or older participating in screen golf in Beijing and Shandong Province, China, as research subjects, including 231 men and 269 women. The survey tool was a questionnaire, which was modified and supplemented based on a questionnaire that had been verified for validity and reliability in a previous study to suit the purpose of this study. The collected data were statistically processed using AMOS 20.0 and SPSS 20.0 programs according to the purpose of analysis. The results obtained through this process are as follows. First, the consumption value of Chinese screen golf participants had a positive (+) effect on perceived ease of use. Second, the consumption value of Chinese screen golf participants had a positive (+) effect on perceived usefulness. Third, the consumption value of Chinese screen golf participants had a positive (+) effect on their intention to continue participating. Fourth, the perceived ease of use of Chinese screen golf participants had a positive (+) effect on their intention to continue participating. Fifth, the perceived ease of use of Chinese screen golf participants had a positive (+) effect on their perceived usefulness. Sixth, the perceived ease of use of Chinese screen golf participants had a positive (+) effect on their intention to continue participating.