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, and 4) To study the interrelationships among personal factors, content creation styles, and influencer attributes, and their collective effect 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, including gender, age, occupation, income, and duration of golf experience, they have a significant impact of different golf equipment purchasing decisions. Most of the sample population comprises male subjects aged 40-49, possessing bachelor's degrees, employed in corporate positions, with average monthly incomes ranging from 30,001 to 50,000 baht and 1-5 years of golfing experience, 2) Varied content creation styles demonstrate differential impacts on golf equipment purchase decisions. The presentation of explicit product information, such as material specifications, manufacturing technologies, and user benefits, exerts the most substantial influence (x ̅ = 4.33), 3) The influence of expert influencers exhibits the most pronounced effect on golf equipment purchase decisions (x ̅ = 3.68), particularly regarding confidence in their specialized knowledge and experience with golf equipment. Concurrently, celebrity influencers demonstrate a strong impact (x ̅ = 3.67), primarily through enhancing target audience accessibility, brand image, and trust, and 4) Regarding the interrelationships among personal factors, content creation styles, and influencer impacts, the study reveals that personal factors such as gender, age, occupation, and average monthly income correlate significantly with content creation styles and influencer impacts on golf equipment purchase decisions, with statistical significance at the 0.05 level.