The purpose of this study is to analyze the positive and negative consumption perceptions formed by new senior golf enthusiasts using CIT. There were 20 participants in the study, and the data analysis used the categorization method suggested by Hoffman, Kelley & Rotalsky(1995). As a result of the study, First, negative perceptions of golf consumption were classified into three top categories in the order of ‘sad athletic ability’ (42.3%), ‘price dissatisfaction’ (36.5%), and ‘human service dissatisfaction’ (21.2%). Second, the positive perception of golf consumption was classified in the order of ‘saving consumption’ (36.5%), ‘meeting with each other’ (31.3%), and ‘pleasant charm’ (31.3%) as three top categories. In conclusion, the participants of this study, golf enthusiasts of the new senior generation, strongly showed an ego-centered consumption perception that prioritizes themselves over others, and health, fun, and competition were important psychological factors driving golf consumption.
Ⅴ. 결론 및 제언