The Effects of Message and Generational Type on Attitude and Purchase Intention in Golf Product Advertising: A Study of Baby Boomers and MZ

This study empirically examined how message type (utilitarian vs. hedonic) and generational group (Baby Boomer vs. MZ generation) in golf product advertisements affect advertising attitudes and purchase intentions, and analyzed the influence of advertising attitude on purchase intention. A total of 247 responses were collected from Baby Boomer and MZ generation golf participants using a questionnaire that included experimental stimuli. Data were analyzed using SPSS 27.0 and AMOS 22.0, through frequency analysis, reliability and confirmatory factor analyses, correlation analysis, manipulation checks, MANCOVA, two-way MANCOVA, and structural equation modeling. The results revealed that advertising message type significantly affected both advertising attitude and purchase intention. Additionally, generational type moderated the effects of message type, and advertising attitude had a significant positive effect on purchase intention. These findings suggest the necessity for generation-specific advertising strategies in the golf product industry and provide theoretical and practical implications for balancing utilitarian and emotional values in advertising message design.