Abstract
Buying behavior theory has long been of interest to researchers. This study examines the extent to which buying behavior can be influenced by personal characteristics among Korean domestic golf players. To achieve this objective, a total of 525 respondents (348 males) of 11 golf course in Daegu and Gyungnam Province were surveyed.
The consequences of this research is presented as follows: buying behavior of golf players was influenced by (1) selected demographic variables (age, education, income, and occupation) and (2) situational characteristics (golf carrier, average score, rounding fee, type of membership, number of club visit, number of golf practice range, visiting reason, and companion). Further studies are pending and will likely yield conclusive results as to the possible effects of physical and social situations with selected demographic characteristics.