日本語版IP(lnvolvement Profile)の実用化に関する検討:ゴルフ練習場利用者の細分化への適用

抄録

The involvement construct has gained recognition as an important variable in explaining consumer behavior. It has also been receiving much attention as a segmentation variable in leisure and sport studies. The purpose of this study was to evaluate the utility of involvement profiles in segmenting golf driving range users. IP(Involvement Profile) scale consisting of Importance, Pleasure, Risk consequence, Risk Probability, and Sign facets was used to assess the involvement profiles. Data were collected from a survey of 500 golfers who used a golf driving range in Aichiprefecture. A total of 434 usable questionnaires were processed for analysis. Major results include:(1) Factor analysis of the IP scales revealed 3 identifiable factors: ATTRACTION (Importance and Pleasure), RISK (Risk consequence and Risk probability) and SIGN. These data were consistent with those reported in other IP studies in leisure and sport literature.(2) Cluster analysis of IP factor scores resulted in four distinct involvement clusters (segments). MANOVA of the factor scores confirmed that the clusters were unique at involvement profile.(3) Statistically significant differences were found among the clusters in terms of length of participation, frequency of participation, handicap score, purpose of driving range use, experience of lesson attending, and subscription of golf magazine. These results suggest that distinct and meaningful target segments of golfers can be found using involvement profiles. The results also suggest that golfers' IP-based profiles can be differentiated on the basis of behavioral characteristics. Study limitations and implications are also discussed.