The Effects of Status Consciousness and Face Sensitivity of Golf Participants in Millennial Age on Continuous Behavior

This study investigated the effect of status consciousness and face sensitivity of golf participants in millennial age, who have recently been reborn as a key consumer of golf, on continuous behavior. This study aims to provide basic data for golf to be recognized and established as a popular sport rather than a sport of the privileged class in the Endemic era. Millennial golfers were selected as the population among members of indoor and outdoor golf practice ranges in Seoul, Gyeonggi, and Gangwon, and 373 people were surveyed. Data processing was performed using SPSS 26.0 Window Version, frequency analysis, exploratory factor analysis (EFA), correlation analysis, reliability analysis, and multiple regression analysis. As a result, first, privilege consciousness, prestigious family consciousness, and monetary omnipotence consciousness, which are sub-factors of status consciousness of golf participants in millennial age, had a significant influence on recommendation intention and continuous behavior intention, which are sub-factors of continuous behavior. Second, others consciousness, shame consciousness, and formal consciousness, which are sub-factors of face sensitivity of golf participants in millennial age, had a significant influence on recommendation intention and continuous behavior intention, which are sub-factors of continuous behavior.