Analysis of Golf Wear Consumption Experience Process of MZ Generation

Purpose: The purpose of this study is to specify a grounded theory interpretation that can explain the specific experiences of golf wear consumption by the MZ generation.BR Method: Research participants from Generation MZ 7 (early 20s to mid 30s) were selected basd on their experience of purchasing software multiple times. They confirmed their personal preference and intention to continue purchasing in the pre-interview survey, indicating their willingness to enjoy golf wear in the future.BR Results: First, as causal conditions, 'expanded consumer utility of golf wear', 'spread of comfortable lifestyle look', and 'appearance of golin' appeared. Second, as a situational context, 'movement of social and transformative change' had a complex effect on the central phenomena of 'golf pandemic', 'appearance on social media after COVID-19', and 'personal propensity to pursue fashion'. Third, the central phenomenon, 'lifestyle golf wear practice consciousness', was shown as 'golf wear consumption belief', 'golf wear awareness of importance', and 'positive awareness of golf wear consumption'. Fourth, 'conflict factors in consumption practice', which are mediation conditions, were acting as burden factors for each consumption, such as 'limits of golf fashion' and 'walls of reality'. Fifth, 'cost vs. profit framing', an interaction strategy, was shown as 'self-rationalization', 'used product consumption behavior', and 'strategic consumption and disposal'. Sixth, the result, 'expansion of self-happiness and pursuit of benefits', appeared as 'pursuit of aesthetics', 'pursuit of everyday wear', and 'pursuit of differentiated style'.BR Conclusion: In conclusion, it has been confirmed that self-happiness and seeking benefits gradually expand through the process of golf wear consumption experience in the MZ generation.