초기수용자의 통합 마케팅 커뮤니케이션이 골프용품 사용자의 고객지향, 상호교감에 미치는 영향

The purpose of this study is to analyze the process delivered to customers through integrated marketing communication exercised by an earl adopter in the sports market, and to inquire into the concrete relations required for accurately utilizing a product, not to mention an effective marketing strategy of sports goods. First, it was found that linguistic ability, spatial behavior and outward appearance among the sub-factors of an early adopter’s integrated marketing communication had a positive effect on customer orientation. Second, the body language and outward appearance were found to have a positive effect on mutual empathy(communion). This study drew the conclusion with such results as the center as follows. From the position of a golf articles company, when the proper time to utilize an early adopter comes in the communication process with a customer, the company will be consequently provided with the opportunity to elicit diverse communication with a customer through the early adopters. This might be a big merit in that the early adopter is an ordinary person other than an expert, whom a company uses as a model; further, as appears by this study, it is thought that if it should be possible to elicit a shift of the general paradigm towards early adopters, the effect thereof will be returned doubly. Accordingly, the study shows that it is time for a company to recognize that an early adopter can let the company know about lots of information & concern in various fields, and to provide an opportunity and effort to have a lot more connections with an early adopter.