The Effects of Interpersonal Sensitivity and Conspicuous Consumption on Self-Expression Cognition and Consumption Behavior Intention in Golf Participants

Abstract

This study was initiated to explore the consumption behavior of the long-standing golf consumer base, which comprises middle-aged individuals, and the emerging MZ generation. Additionally, the study aimed to lay the groundwork for practical applications in various domains, including golf-related businesses and marketing strategies, while also enhancing our understanding of consumer preferences across different age groups. Through an investigation into the degree of interpersonal sensitivity and conspicuous consumption in golf participants, our goal was to reveal how these factors influence self-expression cognition and consumption behavior intention. The study was conducted with the purpose of providing insights into these specific aspects.BR In the study, the sampling method involved using convenience sampling, a type of non-probability sampling technique, to select the final sample of participants. The questionnaire was developed using a self-reporting methodology, and the survey was administered through personal visits by the researcher to golf clubs. The survey was conducted among individuals who were members of these golf clubs. A total of 300 survey responses were collected. After excluding 13 responses deemed unreliable, 287 responses(95.6%) were used for the purposes of research analysis.BR The results of the study are outlined as follows: First, the degree of interpersonal sensitivity in golf participants had a significant effect on self-expression cognition. Second, the interpersonal sensitivity of golf participants showed a significant effect on consumption behavior intention. Third, conspicuous consumption had a significant effect on self-expression cognition in golf participants. Lastly, conspicuous consumption was also observed to have a significant effect on consumption behavior intention in golf participants. In conclusion, the study offers theoretical insight into the notable roles played by interpersonal sensitivity and conspicuous consumption in shaping self-expression cognition and consumption behavior intention in golf participants.