Factors influencing the intention and behavior of Generation MZ golf participants

Applying the extended theory of planned behavior to explore factors influencing the intention and behavior of Generation MZ ???Millennials and Generation Z??? regarding golf participation, we surveyed 250 Generation MZ golfers in South Korea. Educational and escapist experiences enhanced functional value, while entertainment and aesthetic experiences boosted emotional value. Positive antecedents of attitude included emotional value and both educational and aesthetic experiences. Therefore, behavioral intention was favorably influenced by attitude, subsequently affecting actual golf behavior. These findings highlight the distinct effect of experience economy factors on perceived value and attitude, thereby improving understanding of golf participation among Generation MZ players. By integrating experience economy theory and perceived value into the theory of planned behavior, we have extended the applicability of this theoretical model to the leisure sports activity context.