Understanding Consumer Behaviors in Virtual Golf: Differences in Leisure Constraints

Chulhwan Choi
T. Christopher Greenwell
Mary A. Hums
and Marion E. Hambrick

Screen golf, a virtual sport utilizing interactive simulators, has seen enormous growth in the Republic of Korea. This virtual sport removes some of the constraints consumers experience, keeping them away from playing golf at an outdoor course (e.g., cost and weather). This study explored how leisure constraints differ between screen golf and outdoor golf and identified differences in leisure constraints among diverse types of consumers. Based on a sample of 389 South Korean consumers, results indicated significant differences in leisure constraints between outdoor and virtual golf in cost, weather, time, and skill/confidence. In addition, constraints differed according to respondents’ personal golf experience, household income, and mastery level.