Content Creator Styles and Influencers Effection to Purchasing Decisions of Golf Equipment

Abstract

The objectives of this research are; 1) To study the effects of varying personal factors on golf equipment purchase decisions, 2) To study the influence of diverse content creation styles on golf equipment purchase decisions, 3) To study the impact of different influencer attributes on golf
equipment purchase decisions. This quantitative research employs an online questionnaire for data
collection. The sample population consists of 400 consumers in the Bangkok metropolitan area who
have experience purchasing golf equipment within a one-year period between 2023 and 2024.
The results showed that; 1) Disparate personal factors such as gender, age, occupation, income, and duration of golf engagement significantly influence the decision-making process in purchasing golf equipment. Regarding gender, contemporary golf exhibits greater popularity among males
compared to females. Male golfers perceive that newer golf equipment can enhance their golfing skills,
whereas female golfers believe that modern equipment can more distinctly augment their personal
demeanor and image. Concerning age, the demographic most likely to procure golf equipment within
a one-year timeframe falls within the 40-49 year age bracket. This cohort comprises high-income golf
enthusiasts who employ rational analysis prior to making purchasing decisions, prioritizing product
attributes and derived benefits. In terms of occupation, corporate employees and business proprietors
constitute the primary consumer group, as their fundamental objectives often relate to business
outcomes or the cultivation of social networks. With respect to the duration of golf engagement,
individuals with 1-5 years of golfing experience represent the most significant consumer segment,
2) Divergent content creation strategies exert varying degrees of influence on golf equipment
purchasing decisions. The provision of comprehensive information and brand details that meet consumer
requirements effectively attracts new target demographics. Persuasive and enticing content, utilizing strategic wording or imagery, can stimulate immediate purchase intent. Furthermore, establishing
credibility through the presentation of trustworthy content directly impacts purchasing decisions
by fostering an emotional connection with consumers, encouraging receptivity to brand messaging, and ultimately facilitating purchase decisions, 3) The influence of diverse influencers differentially affects golf equipment purchasing decisions. Content dissemination through celebrity influencers effectively impacts purchasing decisions by precisely targeting and reaching a broad consumer base. Conversely, professional golfer influencers affect purchasing decisions through the presentation of detailed product information derived from genuine experience and product testing. This approach is particularly suitable for consumers with over 10 years of golfing experience.